지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.5
- 수록면
- 123 - 133 (11page)
- DOI
- 10.17549/gbfr.2024.29.4.123
이용수
초록· 키워드
오류제보하기
Purpose: This study investigates the anticipated differences between consumers' interactions with AI agents and brand experiences in virtual brand spaces, based on brand concepts and the agent's gender.
Design/methodology/approach: To test the proposed hypotheses, a 2 (Brand Concept: Functional Brand vs. Experiential Brand) × 2 (AI agent's gender: male vs. female) experimental design was used.
Findings: Consumers may expect continuous dialogue, and entertainment or search experiences, while receiving guidance on functional brand Concepts from a male AI agent, because of higher confidence and trust. However, when guided by a female AI agent on experiential brand concepts, continuous dialogue could be anticipated because of greater sensory and emotional experiences.
Research limitations/implications: The analysis yields two key academic implications. First, the role of brand concept in achieving a continuous grounding between consumers and AI agents was identified. Second, the role of the AI agent's gender in enhancing brand experience in virtual spaces was identified.
Originality/value: This study investigates how consumers encountering AI agents in virtual brand spaces evaluate grounding and brand experiences differently based on the agent's gender. It was anticipated that grounding with AI agents would vary according to the brand concept emphasized in virtual spaces, and that the intensity of brand experience in interaction with the AI agent would also differ.
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