{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,27]],"date-time":"2026-04-27T19:29:08Z","timestamp":1777318148609,"version":"3.51.4"},"reference-count":81,"publisher":"Emerald","issue":"11","license":[{"start":{"date-parts":[[2020,7,8]],"date-time":"2020-07-08T00:00:00Z","timestamp":1594166400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJRDM"],"published-print":{"date-parts":[[2020,10,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs task-oriented) on social presence and how this, in turn, enhances millennials' perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results show that applying a social-oriented interaction style increases users' perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials' attitude towards a chatbot applied for retailing purposes.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ijrdm-12-2019-0406","type":"journal-article","created":{"date-parts":[[2020,7,8]],"date-time":"2020-07-08T05:39:13Z","timestamp":1594186753000},"page":"1213-1233","source":"Crossref","is-referenced-by-count":229,"title":["Millennials' attitude toward chatbots: an experimental study in a social relationship perspective"],"prefix":"10.1108","volume":"48","author":[{"given":"Roberta","family":"De Cicco","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7979-3944","authenticated-orcid":false,"given":"Susana C.","family":"Silva","sequence":"additional","affiliation":[]},{"given":"Francesca Romana","family":"Alparone","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2020,7,8]]},"reference":[{"issue":"5","key":"key2021071515503791400_ref001","doi-asserted-by":"crossref","first-page":"888","DOI":"10.1037\/0033-2909.84.5.888","article-title":"Attitude-behaviour relations: a theoretical analysis and review of empirical research","volume":"84","year":"1977","journal-title":"Psychological Bulletin"},{"issue":"2","key":"key2021071515503791400_ref002","doi-asserted-by":"crossref","first-page":"125","DOI":"10.1108\/IJRDM-03-2017-0058","article-title":"The differential effect of cognitive and emotional elements of experience quality on the customer-service provider's relationship","volume":"46","year":"2018","journal-title":"International Journal of Retail and Distribution Management"},{"issue":"4","key":"key2021071515503791400_ref003","doi-asserted-by":"crossref","first-page":"418","DOI":"10.1080\/00223891.2012.666921","article-title":"A short measure of the need for affect","volume":"94","year":"2012","journal-title":"Journal of Personality Assessment"},{"key":"key2021071515503791400_ref004","doi-asserted-by":"crossref","first-page":"183","DOI":"10.1016\/j.chb.2018.03.051","article-title":"Living up to the chatbot hype: the influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions","volume":"85","year":"2018","journal-title":"Computers in Human Behavior"},{"issue":"10","key":"key2021071515503791400_ref005","doi-asserted-by":"crossref","first-page":"1074","DOI":"10.1108\/IJRDM-01-2019-0026","article-title":"Understanding the webrooming phenomenon","volume":"47","year":"2019","journal-title":"International Journal of Retail and Distribution Management"},{"issue":"5","key":"key2021071515503791400_ref006","doi-asserted-by":"crossref","first-page":"456","DOI":"10.1162\/105474603322761270","article-title":"Toward a more robust theory and measure of social presence: review and suggested criteria","volume":"12","year":"2003","journal-title":"Presence: Teleoperators and Virtual Environments"},{"key":"key2021071515503791400_ref007","first-page":"377","article-title":"Why people use chatbots","year":"2017"},{"key":"key2021071515503791400_ref034","unstructured":"Business Insider (2019), \u201cThe latest market research, trends, and landscape in the growing AI chatbot industry\u201d, available at: https:\/\/www.businessinsider.com\/chatbot-market-stats-trends?IR=T (accessed 17 March 2019)."},{"key":"key2021071515503791400_ref008","doi-asserted-by":"crossref","first-page":"315","DOI":"10.1016\/j.chb.2018.08.048","article-title":"Should AI-Based, conversational digital assistants employ social-or task-oriented interaction style? 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