Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/140386
DC FieldValueLanguage
dc.contributor心理系
dc.creator顏乃欣
dc.creatorYen, Nai-Shing
dc.creatorLiang, Ting-Peng;Li, Yu-Wen;Hsu, Shen-Mou;Banker, Sachin
dc.date2021-11
dc.date.accessioned2022-06-24T07:28:38Z-
dc.date.available2022-06-24T07:28:38Z-
dc.date.issued2022-06-24T07:28:38Z-
dc.identifier.urihttp://nccur.lib.nccu.edu.tw/handle/140.119/140386-
dc.description.abstractThe growing popularity of digital assistants (from Microsoft’s Clippy to Amazon’s Alexa) is changing how consumers acquire information and make decisions. Often embodied in anthropomorphized forms, digital assistants (DAs) are designed to serve consumers by suggesting relevant products to simplify purchasing decisions. In this work, we aim to understand how consumers evaluate social relationships with different types of DAs and their subsequent effects on purchasing. Our findings show that consumers judge DAs as being more socially close both when DAs are anthropomorphized and when they provide higher-quality recommendations. Evidence from fMRI indicated that both recommendation quality and anthropomorphization fostered greater feelings of social closeness by recruiting similar brain mechanisms involved in mental simulation (i.e., inferior frontal gyrus and cortical midline structures). Although anthropomorphized DAs were evaluated as more socially close, they did not facilitate increased purchase interest, suggesting that stimulation of neural reward networks is also necessary for driving greater purchasing.
dc.format.extent127 bytes-
dc.format.mimetypetext/html-
dc.relationJournal of Electronic Commerce Research, 22(4), 285-304
dc.subjectDigital assistants; Personalization; Anthropomorphization; Functional magnetic resonance imaging (fMRI); Electronic commerce
dc.titleHow digital assistants evoke social closeness : An fMRI investigation
dc.typearticle
item.cerifentitytypePublications-
item.fulltextWith Fulltext-
item.openairetypearticle-
item.grantfulltextrestricted-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
Appears in Collections:期刊論文
Files in This Item:
File Description SizeFormat
index.html127 BHTML2View/Open
Show simple item record

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.