Usefulness vs. Uncanniness: Exploring the perceived usefulness of virtual assistants in the customer journey

This thesis explores the perceived usefulness of virtual assistants in the eyes of consumers among the three stages of the customer journey. Also, the thesis looks into the effect of external variables on the perceived usefulness of virtual assistants. Results showed that virtual assistants are perceived as significantly more useful in the Transaction phase than in the Pre- or Post-Transaction phase. Also, the perceived ease of use, the quality of the virtual assistant and the attitude towards technologies in general have a positive effect on the perceived usefulness.