{"title":"Understanding the Navigation Experience: Do Virtual Customer Service Agents Make a Difference?","authors":"A. Soares, J. Pinho, António Alves","doi":"10.1177/09732586221084137","DOIUrl":null,"url":null,"abstract":"The purpose of this study is to contribute to understanding website usage and loyalty and specifically whether the navigation experience varies with the presence of a virtual customer service agent (VCSA) on the website. Two online surveys were carried out with a random sample of 1,000 frequent flyers before and after the inclusion of the VCSA in an airline company website. Results are tested using partial least squares (PLS) structural equation modelling and importance–performance map analysis. Results show that perceived ease of use (PEU), perceived usefulness (PU), perceived visual attractiveness, perceived enjoyment and social presence impact website loyalty. In the website without the VCSA, usability variables (PU and PEU) and perceived visual attractiveness are the strongest antecedents of loyalty, while perceived visual attractiveness and social presence are the strongest predictors in the VCSA setting.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586221084137","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 1
Abstract
The purpose of this study is to contribute to understanding website usage and loyalty and specifically whether the navigation experience varies with the presence of a virtual customer service agent (VCSA) on the website. Two online surveys were carried out with a random sample of 1,000 frequent flyers before and after the inclusion of the VCSA in an airline company website. Results are tested using partial least squares (PLS) structural equation modelling and importance–performance map analysis. Results show that perceived ease of use (PEU), perceived usefulness (PU), perceived visual attractiveness, perceived enjoyment and social presence impact website loyalty. In the website without the VCSA, usability variables (PU and PEU) and perceived visual attractiveness are the strongest antecedents of loyalty, while perceived visual attractiveness and social presence are the strongest predictors in the VCSA setting.
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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