The Impact of Communication Style Similarity on Customers Perception of Virtual Advisory Services:A Similarity Theory Perspective
Intelligent advisory services have gradually penetrated into every aspect of peoples lives.Ranging from e-commeree to e-government platforms,intelligent advisory systems,with anthropomorphic and user-centered design,can potentially help to remove the technical barriers that commonly exist on traditional websites.In the research background of an intelligent advisory system in the health domain,this study seeks to explore the impact of system/user communication style similarities on users perceptions towards the virtual advisory service.Drawing on Similarity Theory,we proposed a research framework to uncover the above relationships.Through conducting preliminary online surveys,this study empirically shows that the communication style of the virtual health advisory system,when aligned well with the users communication style,can engage the user better,leads to more enjoyment,credibility and clarity during the interaction process.These positive perceptions towards the system can potentially create a better sense of social presence and heightened interests in continuing using the advisor services.
Intelligent Advisory Services Similarity Paradigm Communication Style Similarity Empirical Study
Manning, Li Jie Hou Benliang Jiang
Department of Information Science and Engineering, Northeastern University, China
国际会议
The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)
武汉
英文
295-304
2013-05-25（万方平台首次上网日期，不代表论文的发表时间）