Service encounters with virtual agents: an examination of perceived humanness as a source of customer satisfaction
研究了顾客对虚拟代理的感知人性（包括能动性、情感性和道德性）如何影响顾客满意度，发现这些因素均正向促进感知人性，进而提升满意度。
Purpose Firms have begun to introduce virtual agents (VAs) in service encounters, both in online and offline environments. Such VAs typically resemble human frontline employees in several ways (e.g. the VAs may have a gender and a name), which indicates the presence of an assumption by VA designers – and by firms that employ them – that VA humanness is a positively charged characteristic. This study aims to address this assumption by examining antecedents to perceived humanness in terms of attribution of agency, emotionality and morality, and the impact of perceived humanness on customer satisfaction. Design/methodology/approach A questionnaire was distributed online to participants who had been interacting with existing VAs, and they were asked to focus on one of them for this study. The questionnaire comprised measures of antecedents to perceived humanness of VAs, perceived humanness per se and customer satisfaction. A structural equation modeling approach was used to assess associations between the variables. Findings Attributions of agency, emotionality and morality to VAs contributed positively to the perceived humanness of the VAs, and perceived humanness was positively associated with customer satisfaction. Research limitations/implications Additional humanness capabilities should be explored in further research. Practical implications Firms using VAs in service encounters should make attempts to maximize perceived VA humanness, and this study shows that it may be beneficial if such attempts comprise signals that VAs have agency, emotionality and morality. Originality/value By examining VAs in terms of a set of fundamental human capabilities, the present study contributes to existing research on human–VA service encounters, which to date has focused on more superficial VA characteristics (such as if the VA has a face and gender).