Artificial Intelligence Service Agents: Role of Parasocial Relationship

Noor, Nurhafihz, Rao Hill, Sally, and Troshani, Indrit (2021) Artificial Intelligence Service Agents: Role of Parasocial Relationship. Journal of Computer Information Systems, 62 (5). pp. 1009-1023.

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Increased use of artificial intelligence service agents (AISA) has been associated with improvements in AISA service performance. Whilst there is consensus that unique forms of attachment develop between users and AISA that manifest as parasocial relationships (PSRs), the literature is less clear about the AISA service attributes and how they influence PSR and the users’ subjective well-being. Based on a dataset collected from 408 virtual assistant users from the US, this research develops and tests a model that can explain how AISA-enabled service influences subjective well-being through the mediating effect of PSR. Findings also indicate significant gender and AISA experience differences in the PSR effect on subjective well-being. This study advances current understanding of AISA in service encounters by investigating the mediating role of PSR in AISA’s effect on users’ subjective well-being. We also discuss managerial implications for practitioners who are increasingly using AISA for delivering customer service.

Item ID: 79179
Item Type: Article (Research - C1)
ISSN: 2380-2057
Keywords: Artificial intelligence, anthropomorphism, enjoyment, subjective well-being, parasocial relationship
Copyright Information: Published Version: © 2021 International Association for Computer Information Systems. AAM may be made open access in an Institutional Repository under a CC BY-NC-ND license after a 12 month embargo.
Date Deposited: 05 Jul 2023 00:33
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350611 Service marketing @ 50%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 50%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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