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Intelligent virtual agents : zekerheid door onzekerheid (certainty by uncertainty)

Jansen, Koen H.J. (2013) Intelligent virtual agents : zekerheid door onzekerheid (certainty by uncertainty).

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Abstract:Increasingly, costumers go to online shops to make purchases. To support these customers retailers put Intelligent Virtual Agents to help customers in making their choices. Due to technical limitations these systems do not always exhibit the desired behavior. This study tries to answer the following research question based on the 'Similarity-Attraction' and 'Complementarity' paradigms: "Does the uncertainty of the user affect the degree of rapport they would experience with an Intelligent Virtual Agent if it mimicked or reciprocates the dominance of the user”. A 2 (Dominance Virtual Agent: High and Low) X 2 (Dominance User: High and Low) X 2 (Uncertainty of the user: High and Low) 'between subjects' design was performed. 78 men and 76 women (N = 152) conducted an online experiment and filled in a questionnaire. There is no significant evidence for the presence of either the 'Similarity-Attraction' or the 'Complementarity' paradigm based on Dominance. Interestingly in the group of subjects in the age of 41 years and older these paradigms seem to be valid. The combination between the Dominance of the IVA and the uncertainty of the subject led to the influence of rapport. In addition, no significant relationship was found between rapport and persuasion of the IVA. Improved reliability of the constructs will likely provide different results.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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