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

Professor Wan, Wen Echo   (Principal Investigator (PI))

Professor Yim Bennett Chi Kin   (Co-Investigator)

36

2016-01-01

412751

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

anthropomorphism, consumer experience, self-serving technologies, social density, spatial density

Marketing

Business Studies (B)

17501415

General Research Fund (GRF)

2015

Completed

1) Examine how attributing high customer density to different causes (spatial factor vs. social factor) would influence consumer preference for anthropomorphized SSTs. 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.