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題名 How digital assistants evoke social closeness : An fMRI investigation
作者 顏乃欣
Yen, Nai-Shing
Liang, Ting-Peng;Li, Yu-Wen;Hsu, Shen-Mou;Banker, Sachin
貢獻者 心理系
關鍵詞 Digital assistants; Personalization; Anthropomorphization; Functional magnetic resonance imaging (fMRI); Electronic commerce
日期 2021-11
上傳時間 24-Jun-2022 15:28:38 (UTC+8)
摘要 The 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.
關聯 Journal of Electronic Commerce Research, 22(4), 285-304
資料類型 article
dc.contributor 心理系
dc.creator (作者) 顏乃欣
dc.creator (作者) Yen, Nai-Shing
dc.creator (作者) Liang, Ting-Peng;Li, Yu-Wen;Hsu, Shen-Mou;Banker, Sachin
dc.date (日期) 2021-11
dc.date.accessioned 24-Jun-2022 15:28:38 (UTC+8)-
dc.date.available 24-Jun-2022 15:28:38 (UTC+8)-
dc.date.issued (上傳時間) 24-Jun-2022 15:28:38 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140386-
dc.description.abstract (摘要) The 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.extent 127 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Journal of Electronic Commerce Research, 22(4), 285-304
dc.subject (關鍵詞) Digital assistants; Personalization; Anthropomorphization; Functional magnetic resonance imaging (fMRI); Electronic commerce
dc.title (題名) How digital assistants evoke social closeness : An fMRI investigation
dc.type (資料類型) article