Effects of personalization and social role in voice shopping: An experimental study on product recommendation by a conversational voice agent

作者：

Highlights：

• Personalized messages through a voice agent are effective for building positive attitudes toward the product.

• A friend role for a conversational voice agent is an efficacious strategy in voice-shopping contexts.

• Voice agents with the social role of a friend have a greater impact on positive attitude in a low-involvement condition.

• Customers are affected by the personalized content of recommendations regardless of product involvement.

摘要

•Personalized messages through a voice agent are effective for building positive attitudes toward the product.•A friend role for a conversational voice agent is an efficacious strategy in voice-shopping contexts.•Voice agents with the social role of a friend have a greater impact on positive attitude in a low-involvement condition.•Customers are affected by the personalized content of recommendations regardless of product involvement.

论文关键词：Recommendation agent,Voice chatbot,Personalization,Social role,Voice shopping

论文评审过程：Received 26 October 2019, Revised 25 March 2020, Accepted 26 March 2020, Available online 1 April 2020, Version of Record 4 April 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106359