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http://dx.doi.org/10.9717/kmms.2022.25.8.1156

A Study on the UX of Shopping Experience in Conversational Agents: Focus on the Difference between the Presence of a Screen, Product Involvement, and Conversation Style  

Lee, Hwayoung (Design Intelligence, Graduate School of Communication and Arts, Yonsei University)
Kim, Dongwhan (Communication Design, Graduate School of Communication and Arts, Yonsei University)
Publication Information
Journal of Korea Multimedia Society / v.25, no.8, 2022 , pp. 1156-1166 More about this Journal
Abstract
In this study, we examined voice shopping interaction in which consumers can be involved in the decision-making process. Sixteen kinds of voice shopping interaction were designed with differences in the existence of screen/product involvement/conversation style. Their effects on trust, cognitive load, satisfaction, and continuous intention to use were evaluated through a survey experiment. The main effect of conversation style was significant, and it was found that the more deeply involved users have higher trust. The interaction effect between conversation style and product involvement was also significant. Low involvement product buyers had the most positive user experience from the conversation style that included 'Ask for preference,' while high involvement product buyers had the most positive user experience from the conversation style that included both 'Ask for preference' and 'Question and Answer.' The main effect and interaction effect of the existence of screen was not significant. The results indicate that a positive user experience can be obtained when users are deeply involved in consumer decision-making, especially in purchasing high-involvement products.
Keywords
Conversational Agent; Artificial Intelligent Agent; Voice Shopping; Decision-making Process; Product Involvement;
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Times Cited By KSCI : 1  (Citation Analysis)
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