Face value? Customer views of appropriate formats for embodied conversational agents (ECAs) in online retailing
HICSS(2004)
摘要
Although the motivational benefits of embodied conversational agents in other areas have been demonstrated their potential for relationship building within e-tailing has been little utilized. In this exploratory paper we consider customer perceptions of what types of ECA are appropriate to retailing Web sites using data from semi-structured interviews with 30 Internet shoppers. Extrapolating the findings from the advertising literature concerning match-up between endorser and brand, product or retailer we find this is an important element in the acceptability and viability of ECAs on retail Web sites. It is apparent that great care has to be taken in matching not only the physical characteristics of the ECA to perceptions of the brand, product or retailer but also to the goals and motivations of potential customers of a Web site. We also find that introducing customer interaction into the 'match-up' mix introduces a new level of complexity, that of matching customer expectations. It is this level of service that may be most difficult for technology and organizations to meet.
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关键词
potential customer,exploratory paper,face value,advertising literature,great care,retailing,new level,customer perception,embodied conversational agents,customer expectation,web sites,online retailing,graphical user interfaces,retailing web sites,electronic commerce,customer views,interactive systems,customer interaction,e-tailing,software agents,appropriate formats,internet shopper,advertising,level of service
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