{"id":{"repo_id":"texas","oai_identifier":"oai:repositories.lib.utexas.edu:2152/83138"},"canonical_url":"https://search.dev.ndltd.org/etd/texas/oai:repositories.lib.utexas.edu:2152/83138","repository":{"repo_id":"texas","name":"University of Texas","base_url":"https://repositories.lib.utexas.edu/server/oai/request"},"display":{"title":"Alexa as a shopping assistant : the effects of message interactivity and the mediating role of social presence","abstract":"This study explores the key factors that influence consumer intention to use virtual assistants for online shopping. It examines (a) whether existing concepts in communication technology literature (particularly message interactivity and social presence) are applicable to understanding consumer responses to virtual assistants and (b) the mediating role of social presence which influences intention to use virtual assistant technology for online shopping. Results showed that individuals who had more back-and-forth conversations with Alexa reported higher perceptions of message interactivity and greater feelings of social presence. Feelings of social presence mediated the effect of message interactivity on attitude to use and it also mediates intention to use. The current study provides several theoretical and practical implications to communication technology and consumer research and gives suggestions for future study of artificial intelligence","abstract_html":"This study explores the key factors that influence consumer intention to use virtual assistants for online shopping. It examines (a) whether existing concepts in communication technology literature (particularly message interactivity and social presence) are applicable to understanding consumer responses to virtual assistants and (b) the mediating role of social presence which influences intention to use virtual assistant technology for online shopping. Results showed that individuals who had more back-and-forth conversations with Alexa reported higher perceptions of message interactivity and greater feelings of social presence. Feelings of social presence mediated the effect of message interactivity on attitude to use and it also mediates intention to use. The current study provides several theoretical and practical implications to communication technology and consumer research and gives suggestions for future study of artificial intelligence","abstract_has_math":false,"creators":["Lee, Sangwook, M.A."],"institution":"The University of Texas at Austin","degree_name":"Master of Arts","degree_level":"Masters","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":[],"advisors":["Oh, Jeeyun"],"committee_chairs":[],"committee_members":[],"year":2020,"date_issued":"2020-05-13","date_published":"2020-05-13","updated_at":"2026-07-24T05:01:08Z","subjects":["Virtual assistant","Alexa","Social presence","Computers as social actors","Online shopping","Consumer attitude","Intention to use"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://dx.doi.org/10.26153/tsw/10137"],"render_values":[{"text":"http://dx.doi.org/10.26153/tsw/10137","href":"http://dx.doi.org/10.26153/tsw/10137","code":true}]}]},"links":{"outbound_url":"https://hdl.handle.net/2152/83138","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Oh, Jeeyun"]},{"key":"dc:creator","label":"Author","values":["Lee, Sangwook, M.A."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2020-10-07T19:54:52Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2020-10-07T19:54:52Z"]},{"key":"dc:date.issued","label":"Date","values":["2020-05-13"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["The University of Texas at Austin"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Virtual assistant","Alexa","Social presence","Computers as social actors","Online shopping","Consumer attitude","Intention to use"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/2152/83138","http://dx.doi.org/10.26153/tsw/10137"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study explores the key factors that influence consumer intention to use virtual assistants for online shopping. It examines (a) whether existing concepts in communication technology literature (particularly message interactivity and social presence) are applicable to understanding consumer responses to virtual assistants and (b) the mediating role of social presence which influences intention to use virtual assistant technology for online shopping. Results showed that individuals who had more back-and-forth conversations with Alexa reported higher perceptions of message interactivity and greater feelings of social presence. Feelings of social presence mediated the effect of message interactivity on attitude to use and it also mediates intention to use. The current study provides several theoretical and practical implications to communication technology and consumer research and gives suggestions for future study of artificial intelligence"]},{"key":"dc:format.mimetype","label":"Dc Format Mimetype","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Alexa as a shopping assistant : the effects of message interactivity and the mediating role of social presence"]}]}],"canonical_facts":{"dc:contributor.advisor":["Oh, Jeeyun"],"dc:creator":["Lee, Sangwook, M.A."],"dc:date.accessioned":["2020-10-07T19:54:52Z"],"dc:date.available":["2020-10-07T19:54:52Z"],"dc:date.issued":["2020-05-13"],"dc:description.abstract":["This study explores the key factors that influence consumer intention to use virtual assistants for online shopping. It examines (a) whether existing concepts in communication technology literature (particularly message interactivity and social presence) are applicable to understanding consumer responses to virtual assistants and (b) the mediating role of social presence which influences intention to use virtual assistant technology for online shopping. Results showed that individuals who had more back-and-forth conversations with Alexa reported higher perceptions of message interactivity and greater feelings of social presence. Feelings of social presence mediated the effect of message interactivity on attitude to use and it also mediates intention to use. The current study provides several theoretical and practical implications to communication technology and consumer research and gives suggestions for future study of artificial intelligence"],"dc:format.mimetype":["application/pdf"],"dc:identifier.uri":["https://hdl.handle.net/2152/83138","http://dx.doi.org/10.26153/tsw/10137"],"dc:language.iso":["en"],"dc:subject":["Virtual assistant","Alexa","Social presence","Computers as social actors","Online shopping","Consumer attitude","Intention to use"],"dc:title":["Alexa as a shopping assistant : the effects of message interactivity and the mediating role of social presence"],"dc:type":["Thesis"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Masters"],"thesis:degree_name":["Master of Arts"],"thesis:institution_name":["The University of Texas at Austin"]},"updated_at":"2026-07-24T05:01:08Z"}