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http://dx.doi.org/10.5392/JKCA.2021.21.03.590

The Effects of Robot's Persuasive Intention and it's Physical Distance with Consumers on Consumers' Evaluation on the Robot and Product Purchase Intention  

Lee, Doohwang (경희대학교 정경대학 미디어학과)
Ahn, Jungsun (홍익대학교 광고홍보학부)
Kim, Hyuksoo (경북대학교 경상대학 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.3, 2021 , pp. 590-601 More about this Journal
Abstract
The current study explored how robot's persuasive intent and its' physical distance affect consumers' evaluaton on the robot and the product that the robot advertises. This study administered a 2 (level of pursasion intent: low vs. high) × 2 (physical distance: normal vs. close) between-subjects factorial design experiment. The findings revealed that consumers evaluated the robot' expertise and trustworthiness more negatively and reported lower intentions to buy the produce when they perceived robot's persasive intent saliently high. Consumers were also found to show more negative attitude toward the robot and lower intentions to buy the produce when the robot approached to their personal space more closely. The theoretical and practical implications about human-robot interaction in marketing context were discussed.
Keywords
Human-Robot Interaction; Persuasion Knowledge; Physical Distance; Attitude Toward Robot; Purchase Intention;
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