Anthropomorphism and social presence in Human-Virtual service assistant interactions: The role of dialog length and attitudes

In this study, we delve into the perceived quality of recommendations provided by AI-based virtual service assistants (VSAs). Specifically, the role of the social presence of VSAs in influencing recommendation perceptions is investigated. We also explore how the social presence of a VSA is formed and how perceived anthropomorphism plays a vital role in shaping social presence and eventually instilling trust in VSAs among consumers. These relationships are examined in the context of online government services. The results indicate that consumer interaction with VSAs - manifesting via perceived anthropomorphism, social presence, dialog length, and attitudes - improves recommendation quality perceptions, which further instills trust in VSA-based recommendations. Perceived anthropomorphism was found to strongly influence the formation of social presence, whereas trust and recommendation quality - the outcomes of social presence - were found to be partially conditional on the dialog length and the degree of positive attitudes toward VSAs. The findings additionally suggest that a VSA can be considered a social actor that possesses the capability to bring a human touch to online services, therefore improving the overall online service experience.

Automated summary

This study explores the perceived quality of recommendations provided by AI-based virtual service assistants (VSAs), with a specific focus on the role of social presence and perceived anthropomorphism in influencing recommendation perceptions and trust. The findings reveal that consumer interaction with VSAs improves recommendation quality perceptions and instills trust in VSA-based recommendations. Perceived anthropomorphism strongly influences the formation of social presence, while trust and recommendation quality are partially dependent on the dialog length and consumer attitudes towards VSAs.