Today's culture of innovation has been hailed as an important step toward creating a sustainable nation. This is demonstrated by Malaysia's Sustainable Development Goals (SDG) Indicators. According ...to the ninth target indication, it highlighted about build resilient infrastructure, promote comprehensive and sustainable industry, and promote innovation. As a result, the implementer of this study's development of innovation in Learning and Teaching (PdP) is in line with the ninth goal, which requires for our country recommence to innovate and establish sustainable culture associated to the innovative product's. The Ceritera Kuih product is a storytelling innovation in the form of an interactive electronic book (e-Book) that represent anthropomorphism characters concept throughout the storytelling. This e-book was created using the ADDIE model, which consists of the following five steps: analysis, design, development, implementation, and evaluation. The application of this innovation can assist students in fostering a culture of creativity when creating digital short stories by incorporating interactive features. The students are not only able to compose innovative short stories and learn about the digital literacy process, but they may also foster a culture of creativity through the production of recipe videos as a digital content (using Malaysian Kuih) in the interactive e-book.
PurposeThe development of mobile technology has changed the traditional financial industry and banking sector. While traditional banks have adopted artificial intelligence (AI) techniques to deepen ...the development of mobile banking applications (apps), the current literature lacks research on the use of AI-based constructs to explore users' mobile banking app adoption intentions. To fill this gap, based on stimulus-organism-response (SOR) theory, two AI feature constructs as stimuli are considered, namely, perceived intelligence and anthropomorphism. This study then develops a research model to investigate how intelligence and anthropomorphism affect task-technology fit (TTF), perceived cost, perceived risk and trust (organism), which in turn influence users' AI mobile banking app adoption (response).Design/methodology/approachThis study used a convenience nonprobability sampling approach; a total of 451 responses were collected to examine the model. The partial least squares technique was utilized for data analysis.FindingsThe results show that intelligence and anthropomorphism increase users' willingness to adopt mobile banking apps through TTF and trust. However, higher levels of anthropomorphism enhance users' perceived cost. In addition, both intelligence and anthropomorphism have insignificant effects on perceived risk. The results provide theoretical contributions for AI-based mobile banking app adoption and offer practical guidance for bank planning to use AI to retain users.Originality/valueBased on SOR theory, this study reveals that as features, AI-enabled intelligence and anthropomorphism help us further understand users' perceptions regarding cost, risk, TTF and trust in the context of AI-enabled app adoption intentions.
As the popularity and adoption of Artificial Intelligence (AI) systems continue to rise, this article presents a promising proposition: the use of AI dialects to enhance AI perception. By delving ...into the potential of personalized AI dialects to augment user perceptions of warmth, competence, and authenticity, the article underscores the pivotal role of anthropomorphism in fortifying trust, satisfaction, and loyalty to AI systems. A comprehensive research framework is put forth to explore these potential mechanisms and outcomes of AI dialect introduction, shedding light on how these impacts might vary based on AI modality (text, voice, and video), industry adoption, and user demographics.
An increasing number of firms introduce service robots, such as physical robots and virtual chatbots, to provide services to customers. While some firms use robots that resemble human beings by ...looking and acting humanlike to increase customers’ use intention of this technology, others employ machinelike robots to avoid uncanny valley effects, assuming that very humanlike robots may induce feelings of eeriness. There is no consensus in the service literature regarding whether customers’ anthropomorphism of robots facilitates or constrains their use intention. The present meta-analysis synthesizes data from 11,053 individuals interacting with service robots reported in 108 independent samples. The study synthesizes previous research to clarify this issue and enhance understanding of the construct. We develop a comprehensive model to investigate relationships between anthropomorphism and its antecedents and consequences. Customer traits and predispositions (e.g., computer anxiety), sociodemographics (e.g., gender), and robot design features (e.g., physical, nonphysical) are identified as triggers of anthropomorphism. Robot characteristics (e.g., intelligence) and functional characteristics (e.g., usefulness) are identified as important mediators, although relational characteristics (e.g., rapport) receive less support as mediators. The findings clarify contextual circumstances in which anthropomorphism impacts customer intention to use a robot. The moderator analysis indicates that the impact depends on robot type (i.e., robot gender) and service type (i.e., possession-processing service, mental stimulus-processing service). Based on these findings, we develop a comprehensive agenda for future research on service robots in marketing.
•Brand anthropomorphism on social media enhances consumer-brand relationships.•Social presence mediates the effects of brand anthropomorphism on social media.•Favorable effects of brand ...anthropomorphism remain after a brand transgression.
This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationships on social media and the mediating role of social presence. The results suggest that when the anthropomorphized brand had relationships with consumers, a favorable attitude was shown toward the brand. Further, the participants perceived the anthropomorphized brand as a trustworthy relationship partner, giving more “Likes” for the posts from the anthropomorphized brand than those from the non-anthropomorphized brand. Further, the results confirmed that these favorable relationships were maintained even after the participants became aware of a brand transgression.
Robots are the next wave in service technology; however, this advanced technology is not perfect. This research examines how social perceptions regarding the warmth and competence of service robots ...influence consumer reactions to service failures and recovery efforts by robots. We argue that humanoid (vs. nonhumanoid) service robots are more strongly associated with warmth (whereas competence does not differ). This tendency to expect greater warmth from humanoid robots has important consequences for service firms: (i) consumers are more dissatisfied due to lack of warmth following a process failure caused by a humanoid (vs. nonhumanoid; Study 1); (ii) humanoids (but not nonhumanoids) can recover a service failure by themselves via sincere apology, restoring perceptions of warmth (Study 2A); (iii) humanoids (but not nonhumanoids) can also effectively provide explanations as a recovery tactic (Study 2B); and, importantly, (iv) human intervention can be used to mitigate dissatisfaction following inadequate recovery by a nonhumanoid robot (Study 3), supporting the notion of human-robot collaboration. Taken together, this research offers theoretical implications for robot anthropomorphism and practical implications for firms employing service robots.
Anthropomorphism refers to the assignment of human-like traits and characteristics to non-human objects. In the tourism sector, destinations can be anthropomorphized. In this investigation, we ...explore potential travelers’ power as a factor that predicts to whom destination anthropomorphism appeals. Because anthropomorphism facilitates individuals’ perceived control, which individuals low on power lack but want to regain, we hypothesize in the current research that destination anthropomorphism would appeal more to travelers low (vs. high) on power. The higher perceived control manifests in travel behavior in the form of fewer perceived risks while traveling. We observe that powerless (vs. powerful) participants perceive greater control (Experiment 2) and fewer risks while traveling (Experiment 3) when the destination is anthropomorphized, explaining their higher travel intentions (Experiments 1–3). Our results suggest that whether or not to use anthropomorphism in destination advertising needs to consider potential travelers’ power.
The present research demonstrates how consumer responses to negative and positive offers are influenced by whether the administering marketing agent is an artificial intelligence (AI) or a human. In ...the case of a product or service offer that is worse than expected, consumers respond better when dealing with an AI agent in the form of increased purchase likelihood and satisfaction. In contrast, for an offer that is better than expected, consumers respond more positively to a human agent. The authors demonstrate that AI agents, compared with human agents, are perceived to have weaker intentions when administering offers, which accounts for this effect. That is, consumers infer that AI agents lack selfish intentions in the case of an offer that favors the agent and lack benevolent intentions in the case of an offer that favors the customer, thereby dampening the extremity of consumer responses. Moreover, the authors demonstrate a moderating effect, such that marketers may anthropomorphize AI agents to strengthen perceived intentions, providing an avenue to receive due credit from consumers when the agent provides a better offer and mitigate blame when it provides a worse offer. Potential ethical concerns with the use of AI to bypass consumer resistance to negative offers are discussed.
PDF
