The Influence of Customer Density on Consumer Experience with Anthropomorphized Self-Serving Technologies


Grant Data
Project Title
The Influence of Customer Density on Consumer Experience with Anthropomorphized Self-Serving Technologies
Principal Investigator
Dr Wan, Wen Echo   (Principal investigator)
Co-Investigator(s)
Professor Yim Bennett Chi Kin   (Co-Investigator)
Duration
24
Start Date
2016-01-01
Completion Date
2017-12-31
Amount
412751
Conference Title
Presentation Title
Keywords
self-serving technologies, anthropomorphism, spatial density, social density, consumer experience
Discipline
Marketing
Panel
Business Studies (B) (under H Panel before 2011/12)
Sponsor
RGC General Research Fund (GRF)
HKU Project Code
17501415
Grant Type
General Research Fund (GRF)
Funding Year
2015/2016
Status
On-going
Objectives
2) Examine the mechanisms underlying the distinctive effects of focusing on spatial versus social densities on preferences for anthropomorphized SSTs. That is, how the need to exert control by engaging in social interaction versus the need to protect control by withdrawing from social interaction would mediate the effects. 3) Examine the boundary conditions for the effects, such as perceived ease of using SSTs, perceived "interpersonal" similarity between customers and the anthropomorphized SSTs. 4) Examine the downstream effects on service quality and customer enjoyment. How would the proposed effects on the preferences for anthropomorphized SSTs carry to the effects on customers’ perceived service quality and enjoyment.