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Role of cognitive absorption in building user trust and experience
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-02-24 , DOI: 10.1002/mar.21462
Janarthanan Balakrishnan 1 , Yogesh K. Dwivedi 2
Affiliation  

The growth of artificial intelligence (AI) and its applications in business has proliferated in recent years. Businesses have started adopting various technology practices relevant to automation and AI, and research investigating this phenomenon is becoming increasingly important. Taking this as a cue, the present research investigates the effect of human‐to‐machine interaction and human‐to‐human interaction towards cognitive absorption and its subsequent effect on trust, experience, and continuation intention in the context of services. The study built a 3 × 3 factorial design with automated chatbots (machine interaction) and service executives (human interaction) used as a stimulus in the experiment. Data collected from 410 respondents were analyzed using structural equation modeling to test the proposed hypotheses. The findings indicated that human‐to‐machine interaction influences cognitive absorption more positively compared to human‐to‐human interactions. The study results also provide evidence for the role of the trust, experience, and technology continuation intention in a technology background rooted in human‐machine interactions. The present study adds a valuable contribution to the existing literature relevant to human‐to‐machine interaction, cognitive absorption, trust, experience, and continuation intention. The study also provides valuable inputs to technology and marketing managers.

中文翻译:

认知吸收在建立用户信任和体验中的作用

近年来,人工智能(AI)的增长及其在商业中的应用激增。企业已经开始采用与自动化和AI相关的各种技术实践,并且研究这种现象的研究变得越来越重要。以此为线索,本研究研究了人机交互和人机交互对认知吸收的影响及其在服务环境下对信任,经验和持续意图的后续影响。该研究建立了一个3×3因子设计,并在实验中使用了自动聊天机器人(机器交互)和服务执行官(人类交互)。使用结构方程模型分析了从410位受访者那里收集的数据,以检验提出的假设。研究结果表明,人机交互比人机交互对认知吸收的影响更大。研究结果还为信任,经验和技术延续意图在植根于人机交互的技术背景中的作用提供了证据。本研究为有关人机交互,认知吸收,信任,经验和持续意图的现有文献增加了宝贵的贡献。该研究还为技术和市场经理提供了宝贵的意见。和基于人机交互的技术背景下的技术延续意图。本研究为有关人机交互,认知吸收,信任,经验和持续意图的现有文献增加了宝贵的贡献。该研究还为技术和市场经理提供了宝贵的意见。和基于人机交互的技术背景下的技术延续意图。本研究为有关人机交互,认知吸收,信任,经验和持续意图的现有文献提供了宝贵的贡献。该研究还为技术和市场经理提供了宝贵的意见。
更新日期:2021-03-09
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