The Effects of the Interface Design of Virtual Salespersons on User’s Adoption Intention under Recommendation Information Conflict: A Principal-Agent Perspective

• Main Authors: Yong-Jie Chen, 陳永杰
• Other Authors: Her-Sen Doong
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28375076074305128301

碩士 === 國立嘉義大學 === 資訊管理學系碩士班 === 99 === Virtual salesperson (VS) has widely caught researchers’ attention to investigate what factors can increase user’s intention to adopt. However, there is little research examining the impact of another information resource on VS adoption intention when recommendation information conflict occurs. Hence, this study draws on principle-agent perspective to investigate whether information conflict has potential to arouse users’ concern about information asymmetry and the fear of VS opportunism. If so, this study further examine whether the VS could be designed to overcome users’ concerns and to enhance their adoption intention by providing explanations and avatars. The analysis results show that perceived uncertainty is a barrier to VS adoption context under information conflict. Besides, VS can be designed to diminish perceived uncertainty and increase adoption intentions by enhancing users’ trust in a VS by providing avatar and explanations.