Xue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C.W.Y. (2025). The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail... : ai-FaMe Lab

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The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation

Authors　Xue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C.W.Y.
Publication Year　2025
Conference　The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference
Location　 Zagreb, Croatia
Date　July 7-10

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Choi, W., Ki, C.*, Lee, H., Chong, S., Wang, J., & Xue, H. (2025). Can AI (vs. Human) retail assistants effectively reduce consumer discomfort and purchase abandonment? An experimental approach...

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Virtual HumanXue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C.W.Y. (2025). The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail...