peer reviewed · Australasian Marketing Journal (2023)
The Effects of Anthropomorphised Virtual Conversational Assistants on Consumer Engagement and Trust During Service Encounters
Arezoo Fakhimi, Tony Garry, Sergio Biggemann
In plain English
Interviews with 31 users of Siri, Alexa and Google Assistant suggest humanized voice, interactivity and cognitive features build social presence, trust and engagement, but can help or hurt depending on how users weigh bright and dark sides.
trust
commerce
social presence
conversational ai
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