Can the Formation of Human-computer Interaction Perception Promote Customers' Adoption Behavior: From the Perspective of Media Richness Theory

SHEN Peng-yi; WAN De-min; XU Ji-nan

Volume 37 Issue 5

Sep. 2022

Turn off MathJax

Article Contents

Article Navigation > Journal of Guangdong University of Finance & Economics > 2022 > 37(5): 55-67

SHEN Peng-yi, WAN De-min, XU Ji-nan. Can the Formation of Human-computer Interaction Perception Promote Customers' Adoption Behavior: From the Perspective of Media Richness Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(5): 55-67.

Citation:

SHEN Peng-yi, WAN De-min, XU Ji-nan. Can the Formation of Human-computer Interaction Perception Promote Customers' Adoption Behavior: From the Perspective of Media Richness Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(5): 55-67.

Citation:

SHEN Peng-yi, WAN De-min, XU Ji-nan. Can the Formation of Human-computer Interaction Perception Promote Customers' Adoption Behavior: From the Perspective of Media Richness Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(5): 55-67.

PDF( 1356 KB)

Can the Formation of Human-computer Interaction Perception Promote Customers' Adoption Behavior: From the Perspective of Media Richness Theory

School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China

Received Date: 2022-03-08
Available Online: 2022-10-12
Publish Date: 2022-09-28

Abstract

Abstract

When mobile network technology and artificial intelligence are more and more applied to new retail, it is important for us to know how to use human-computer interaction design to give full play to the positive impact of intelligent service technology on customers' adoption behavior. From the perspective of media richness theory, this study systematically analyzes the formation mechanism of human-computer interaction perception and its impact on customers' adoption behavior in the new retail context. Through the empirical analysis of 386 samples of new retail shoppers with the online and offline mixed survey method, the results show that information richness and social interaction needs both have a positive impact on human-computer interaction perception and customers' adoption behavior; human-computer interaction perception plays an active intermediary role in the impact of information richness and social interaction needs on customer adoption behavior; moreover, information literacy and digital skills positively regulate the impact of information richness and social interaction needs on human-computer interaction perception. The findings of this study expand and enrich the boundaries and relevant literature of existing human-computer interaction, customers' adoption behavior and even marketing theory, and have important enlightenment for new retail enterprises to improve human-computer interaction design to enhance customer relationship.
- new retail,
- human-computer interaction,
- information literacy,
- digital skills,
- customers' adoption behavior,
- social interaction needs,
- media richness theory

FullText(HTML)

References(39)

References

[1]	VAN DOORN J M, MENDE S M, NOBLE J, et al. Domo arigato Mr. Roboto: emergence of automated social presence in organizational frontlines and customers' service experiences[J]. Journal of Service Research, 2016, 20(1): 43-58.
[2]	KO H, ROBERTS M S, CHO C H. Cross-cultural differences in motivations and perceived interactivity: a comparative study of American and Korean internet users[J]. Journal of Current Issues & Research in Advertising, 2006, 28(2): 93-104.
[3]	ZHAO L, LU Y. Enhancing perceived interactivity through network externalities: an empirical study on micro-blogging service satisfaction and continuance intention[J]. Decision Support Systems, 2012, 53(4): 825-834. doi: 10.1016/j.dss.2012.05.019
[4]	LI L, HUANG Q, YEUNG K H, et al. Human-computer interaction and value co-creation in electronic service[J]. Industrial Management & Data Systems, 2018, 118(1): 218-235.
[5]	MAMONOV S, KOUFARIS M. Fulfillment of higher-order psychological needs through technology: the case of smart thermostats[J]. International Journal of Information Management, 2020, 52: 102091. doi: 10.1016/j.ijinfomgt.2020.102091
[6]	SHEN X L, LI Y J, SUN Y, et al. Understanding the role of technology attractiveness in promoting social commerce engagement: moderating effect of personal interest[J]. Information & Management, 2019, 56(2): 294-305.
[7]	LEE T M. The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce[J]. Journal of Electronic Commerce Research, 2005, 6(3): 165-180.
[8]	YU T K, LIN M L, LIAO Y K. Understanding factors influencing information communication technology adoption behavior: the moderators of information literacy and digital skills[J]. Computers in Human Behavior, 2017, 71(C): 196-208.
[9]	WU Y, CHANG K, SHA X. Creative performance in the workplace: the roles of Simmelian ties and communication media[J]. Computers in Human Behavior, 2016, 63(C): 575-583.
[10]	YANG C G, TRIMI S, LEE S G. Effects of telecom service providers' strategic investments on business performance: a comparative study of US-Korea[J]. Industrial Management & Data Systems, 2016, 116(5): 960-977.
[11]	SONG J H, ZINKHAN G M. Determinants of perceived web site interactivity[J]. Journal of marketing, 2008, 72(2): 99-113. doi: 10.1509/jmkg.72.2.99
[12]	DAFT R L, LENGEL R H. Information richness: a new approach to managerial behavior and organizational design[J]. Research in Organizational Behavior, 1984, 11(6): 191-233.
[13]	FULK J, STEINFIELD C W, SCHMITZ J, et al. A social information processing model of media use in organizations[J]. Communication research, 1987, 14(5): 529-552. doi: 10.1177/009365087014005005
[14]	TREVINO L K, LENGEL R H, DAFT R L. Media symbolism, media richness, and media choice in organizations: a symbolic interactionist perspective[J]. Communication Research, 1987, 14(5): 553-574. doi: 10.1177/009365087014005006
[15]	DOWNES E J, MCMILLAN S J. Defining interactivity: a qualitative identification of key dimensions[J]. New Media & Society, 2000, 2(2): 157-179.
[16]	ISHⅡ K, LYONS M M, CARR S A. Revisiting media richness theory for today and future[J]. Human Behavior and Emerging Technologies, 2019, 1(2): 124-131. doi: 10.1002/hbe2.138
[17]	WANG J, GUO D, JOU M. A study on the effects of model-based inquiry pedagogy on students' inquiry skills in a virtual physics lab[J]. Computers in Human Behavior, 2015, 49: 658-669. doi: 10.1016/j.chb.2015.01.043
[18]	PURDY J M, NYE P, BALAKRISHNAN P V S. The impact of communication media on negotiation outcomes[J]. International Journal of Conflict Management, 2000, 112(2): 162-187.
[19]	YEN Y S. The interaction effect on customer purchase intention in e-commerce: a comparison between substitute and complement[J]. Asia Pacific Journal of Marketing and Logistics, 2014, 26(3): 472-493. doi: 10.1108/APJML-07-2013-0080
[20]	BRUNELLE E. Introducing media richness into an integrated model of consumers' intentions to use online stores in their purchase process[J]. Journal of Internet Commerce, 2009, 8(3-4): 222-245. doi: 10.1080/15332860903467649
[21]	HILKEN T, DE RUYTER K, CHYLINSKI M, et al. Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences[J]. Journal of the Academy of Marketing Science, 2017, 45(6): 884-905. doi: 10.1007/s11747-017-0541-x
[22]	LEE S A, LEE M, JEONG M. The role of virtual reality on information sharing and seeking behaviors[J]. Journal of Hospitality and Tourism Management, 2021, 46: 215-223. doi: 10.1016/j.jhtm.2020.12.010
[23]	CHOUDHURY V, KARAHANNA E. The relative advantage of electronic channels: a multidimensional view[J]. MIS Quarterly, 2008, 32(1): 179-200. doi: 10.2307/25148833
[24]	STEENKAMP J B E M, MAYDEU-OLIVARES A. Stability and change in consumer traits: evidence from a 12-year longitudinal study, 2002-2013[J]. Journal of Marketing Research, 2015, 52(3): 287-308. doi: 10.1509/jmr.13.0592
[25]	VAN ROMPAY T J L, KROOSHOOP J, VERHOEVEN J W M, et al. With or without you: interactive effects of retail density and need for affiliation on shopping pleasure and spending[J]. Journal of Business Research, 2012, 65(8): 1126-1131. doi: 10.1016/j.jbusres.2011.08.005
[26]	ZHANG P, LI N L. The intellectual development of human-computer interaction research: a critical assessment of the MIS literature (1990-2002)[J]. Journal of the Association for Information Systems, 2005, 6(11): 227-292. doi: 10.17705/1jais.00070
[27]	RICE R E. Media appropriateness: using social presence theory to compare traditional and new organizational media[J]. Human Communication Research, 1993, 19(4): 451-484. doi: 10.1111/j.1468-2958.1993.tb00309.x
[28]	ABUBSHAIT A, WIESE E. You look human, but act like a machine: agent appearance and behavior modulate different aspects of human-robot interaction[J]. Frontiers in Psychology, 2017, 8: 1393. doi: 10.3389/fpsyg.2017.01393
[29]	YANG Y, LIU Y, LV X, et al. Anthropomorphism and customers' willingness to use artificial intelligence service agents[J]. Journal of Hospitality Marketing & Management, 2022, 31(1): 1-23.
[30]	刘欣, 谢礼珊, 黎冬梅. 旅游服务机器人拟人化对顾客价值共创意愿影响研究[J]. 旅游学刊, 2021(6): 13-26. https://www.cnki.com.cn/Article/CJFDTOTAL-LYXK202106007.htm
[31]	GOLDHAMMER F, NAUMANN J, KEßEL Y. Assessing individual differences in basic computer skills[J]. European Journal of Psychological Assessment, 2013, 29(4): 263-275. doi: 10.1027/1015-5759/a000153
[32]	VAN DEURSEN A J A M, VAN DIJK J A G M, PETER M. Increasing inequalities in what we do online: a longitudinal cross sectional analysis of internet activities among the Dutch population (2010 to 2013) over gender, age, education, and income[J]. Telematics and Informatics, 2015, 32(2): 259-272. doi: 10.1016/j.tele.2014.09.003
[33]	MOUSSAWI S, KOUFAIRS M, BENBUNAN-FICH R. How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents[J]. Electronic Markets, 2021, 31(2): 343-364. doi: 10.1007/s12525-020-00411-w
[34]	GOODHUE D L, THOMPSON R L. Task-technology fit and individual performance[J]. MIS Quarterly, 1995, 19(2): 213-233. doi: 10.2307/249689
[35]	COOKE-JACKSON A. Urban Communities as locations for health, media literacy and civic voice[M]. Oxford: Chandos Publishing, 2018: 207-222.
[36]	NIKOU S, BRÄNNBACK M, WIDéN G. The impact of digitalization on literacy: digital immigrants vs. digital natives[C]//In Proceedings of the 27th European Conference on Information Systems (ECIS). Sweden: Stockholm & Uppsala, 2019: 8-14.
[37]	YESHUA-KATZ D, SHAPIRA S, AHARRONSON-DANIEL L, et al. Matching digital intervention affordances with tasks: the case of a Zoom and WhatsApp mental health intervention for seniors during the COVID-19 pandemic[J]. Health Communication, 2021: 1-13.
[38]	DAVIS F D, BAGOZZI R P, WARSHAW P R. User acceptance of computer technology: a comparison of two theoretical models[J]. Management Science, 1989, 35(8): 982-1003. doi: 10.1287/mnsc.35.8.982
[39]	WU J J, KHAN H A, CHIEN S H, et al. Effect of customization, core self-evaluation, and information richness on trust in online insurance service: intelligent agent as a moderating variable[J]. Asia Pacific Management Review, 2022, 27(1): 18-27. doi: 10.1016/j.apmrv.2021.04.001