Should AI-Based, conversational digital assistants employ social- or task-oriented interaction style? A task-competency and reciprocity perspective for older adults
This study investigates whether social- versus task-oriented interaction of virtual shopping assistants differentially benefits low versus high Internet competency older consumers with respect to social (perceived interactivity, trust), cognitive (perceived information load), functional (self-effica...
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| Published in | Computers in human behavior Vol. 90; pp. 315 - 330 |
|---|---|
| Main Authors | , , , |
| Format | Journal Article |
| Language | English |
| Published |
Elmsford
Elsevier Ltd
01.01.2019
Elsevier Science Ltd |
| Subjects | |
| Online Access | Get full text |
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| Abstract | This study investigates whether social- versus task-oriented interaction of virtual shopping assistants differentially benefits low versus high Internet competency older consumers with respect to social (perceived interactivity, trust), cognitive (perceived information load), functional (self-efficacy, perceived ease of use, perceived usefulness), and behavioral intent (website patronage intent) outcomes in an online shopping task. A total of 121 older adults (61–89 years) participated in a laboratory experiment with a 2 (digital assistant interaction style: (social-vs. task-oriented) × 2 (user Internet competency: low vs. high) × 2 (user exchange modality: text vs. voice) between-subjects design. The results revealed that users' Internet competency and the digital assistant's conversational style had significant interaction effects on social, functional, and behavioral intent outcomes. Social-oriented digital assistants lead to superior social outcomes (enhanced perceptions of two-way interactivity and trust in the integrity of the site) for older users with high Internet competency, who need less task-related assistance. On the other hand, low-competency older users showed significantly superior cognitive (lower perceived information load) and functional outcomes (greater perceived ease and self-efficacy of using the site) when the digital assistant employed a task-oriented interaction style. Theoretical and agent design implications are discussed.
•Investigation of social-vs. task-oriented interaction style of digital assistants.•Differential benefits for low vs. high task-competency older adults.•Low competency users benefit from task- than social-oriented interaction style.•High competency users benefit from social- than task-oriented interaction style. |
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| AbstractList | This study investigates whether social- versus task-oriented interaction of virtual shopping assistants differentially benefits low versus high Internet competency older consumers with respect to social (perceived interactivity, trust), cognitive (perceived information load), functional (self-efficacy, perceived ease of use, perceived usefulness), and behavioral intent (website patronage intent) outcomes in an online shopping task. A total of 121 older adults (61–89 years) participated in a laboratory experiment with a 2 (digital assistant interaction style: (social-vs. task-oriented) × 2 (user Internet competency: low vs. high) × 2 (user exchange modality: text vs. voice) between-subjects design. The results revealed that users' Internet competency and the digital assistant's conversational style had significant interaction effects on social, functional, and behavioral intent outcomes. Social-oriented digital assistants lead to superior social outcomes (enhanced perceptions of two-way interactivity and trust in the integrity of the site) for older users with high Internet competency, who need less task-related assistance. On the other hand, low-competency older users showed significantly superior cognitive (lower perceived information load) and functional outcomes (greater perceived ease and self-efficacy of using the site) when the digital assistant employed a task-oriented interaction style. Theoretical and agent design implications are discussed. This study investigates whether social- versus task-oriented interaction of virtual shopping assistants differentially benefits low versus high Internet competency older consumers with respect to social (perceived interactivity, trust), cognitive (perceived information load), functional (self-efficacy, perceived ease of use, perceived usefulness), and behavioral intent (website patronage intent) outcomes in an online shopping task. A total of 121 older adults (61–89 years) participated in a laboratory experiment with a 2 (digital assistant interaction style: (social-vs. task-oriented) × 2 (user Internet competency: low vs. high) × 2 (user exchange modality: text vs. voice) between-subjects design. The results revealed that users' Internet competency and the digital assistant's conversational style had significant interaction effects on social, functional, and behavioral intent outcomes. Social-oriented digital assistants lead to superior social outcomes (enhanced perceptions of two-way interactivity and trust in the integrity of the site) for older users with high Internet competency, who need less task-related assistance. On the other hand, low-competency older users showed significantly superior cognitive (lower perceived information load) and functional outcomes (greater perceived ease and self-efficacy of using the site) when the digital assistant employed a task-oriented interaction style. Theoretical and agent design implications are discussed. •Investigation of social-vs. task-oriented interaction style of digital assistants.•Differential benefits for low vs. high task-competency older adults.•Low competency users benefit from task- than social-oriented interaction style.•High competency users benefit from social- than task-oriented interaction style. |
| Author | Chattaraman, Veena Gilbert, Juan E. Ross, Kassandra Kwon, Wi-Suk |
| Author_xml | – sequence: 1 givenname: Veena orcidid: 0000-0001-5370-7745 surname: Chattaraman fullname: Chattaraman, Veena email: vchattaraman@auburn.edu organization: Department of Consumer and Design Sciences, Auburn University, Auburn, AL, 36849, USA – sequence: 2 givenname: Wi-Suk surname: Kwon fullname: Kwon, Wi-Suk email: kwonwis@auburn.edu organization: Department of Consumer and Design Sciences, Auburn University, Auburn, AL, 36849, USA – sequence: 3 givenname: Juan E. surname: Gilbert fullname: Gilbert, Juan E. email: juan@ufl.edu organization: Computer & Information Science & Engineering, University of Florida, Gainesville, FL, USA – sequence: 4 givenname: Kassandra surname: Ross fullname: Ross, Kassandra email: mkr0028@auburn.edu organization: Department of Consumer and Design Sciences, Auburn University, Auburn, AL, 36849, USA |
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| PublicationDecade | 2010 |
| PublicationPlace | Elmsford |
| PublicationPlace_xml | – name: Elmsford |
| PublicationTitle | Computers in human behavior |
| PublicationYear | 2019 |
| Publisher | Elsevier Ltd Elsevier Science Ltd |
| Publisher_xml | – name: Elsevier Ltd – name: Elsevier Science Ltd |
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| SubjectTerms | Adults Artificial intelligence Between-subjects design cognition Conversation Digital assistants Electronic commerce human behavior Information load Interaction style Internet laboratory experimentation Older adults Older people Personal digital assistants Reciprocity self-efficacy User competency Websites |
| Title | Should AI-Based, conversational digital assistants employ social- or task-oriented interaction style? A task-competency and reciprocity perspective for older adults |
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