Proposal
Abstract:
The Mediating Role of Social
Presence Induced by Narration on Travel Web Sites
As narration is increasingly
used on travel-related Web sites and voice user interfaces become more
prominent, it is important to conceptualize potential impacts of this
new information modality on consumer perceptions. Perceived social
presence was identified as a likely effect of auditory (voice) and
multisensory (voice and visual) information and forms the core of the
proposed model. Social presence, in turn, is expected to lead to greater
enjoyment of and greater trust in travel Web sites. A task-based
laboratory experiment will be conducted to test the effect of
information modality on increasing social presence and the mediating
effect of social presence on enjoyment of and trust in a travel Web
site.
Keywords:
Social presence; information modality; voice user interface;
human-computer interaction
Biography:
Myunghwa (Michelle) Kang is a Ph.D student in the Department of
Recreation, Park, and Tourism Sciences at Texas A&M University and a
research assistant at the Laboratory for Intelligent Systems in
Tourism (LIST). She received her Masters degree in Hospitality and
Tourism Management from Purdue University and has worked in
marketing management positions in Korea for a number of years. Her
research interests include psychology of information & communication
technology, human-computer interaction, effects of emotions on
information processing and decision making, cross-cultural
comparison of behavior toward information and technology, technology
adoption diffusion and behavior, voice user interfaces, as well as
research methodology.
