Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)

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Research on the Influence of Virtual Adviser Identity Disclosure on Users’ Adoption Intention

Authors
Ying Zhu1, *
1School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, People’s Republic of China
*Corresponding author. Email: xhjj1779261139@163.com
Corresponding Author
Ying Zhu
Available Online 10 November 2022.
DOI
10.2991/978-94-6463-005-3_14How to use a DOI?
Keywords
Virtual adviser; Identity disclosure; Task type; Trust; Adoption intention
Abstract

With the development of artificial intelligence and machine learning technology, virtual adviser provides users with a new way to seek help and decision support. This technology has great advantages in efficiency and decision accuracy, but its application is also facing challenges - the customer pushback caused by machine identity disclosure. Based on Task-Technology Fit Theory, this study proposes a research model to test the impact of the matching between identity disclosure and task types on user trust and adoption intention. We propose a 2 (virtual adviser identity disclosure: disclosure vs. non-disclosure) × 2 (task type: objective task vs. subjective task) experiment. This study uses SPSS25.0 analysis software to find that identity disclosure will have a significant impact on users’ adoption intention, trust plays a mediation role, and produces differentiated results in different task types. The experimental results of this study will provide theoretical and practical guidance for service providers to understand user psychology and deploy virtual services.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
Series
Atlantis Highlights in Engineering
Publication Date
10 November 2022
ISBN
10.2991/978-94-6463-005-3_14
ISSN
2589-4943
DOI
10.2991/978-94-6463-005-3_14How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ying Zhu
PY  - 2022
DA  - 2022/11/10
TI  - Research on the Influence of Virtual Adviser Identity Disclosure on Users’ Adoption Intention
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 133
EP  - 143
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_14
DO  - 10.2991/978-94-6463-005-3_14
ID  - Zhu2022
ER  -