University of Twente Student Theses
Usefulness vs. Uncanniness: Exploring the perceived usefulness of virtual assistants in the customer journey
Uelsen, Alexander van (2021) Usefulness vs. Uncanniness: Exploring the perceived usefulness of virtual assistants in the customer journey.
|
PDF
428kB |
| Abstract: | This thesis explores the perceived usefulness of virtual assistants in the eyes of consumers among the three stages of the customer journey. Also, the thesis looks into the effect of external variables on the perceived usefulness of virtual assistants. Results showed that virtual assistants are perceived as significantly more useful in the Transaction phase than in the Pre- or Post-Transaction phase. Also, the perceived ease of use, the quality of the virtual assistant and the attitude towards technologies in general have a positive effect on the perceived usefulness. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/86548 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page