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Indices for Virtual Service Agent Design: Cross-Cultural Evaluation

Gerhat, Peter LU (2016) INFM10 20152
Department of Informatics
Abstract
While localization helps to create websites and mobile apps for specific target markets, not as much attention was devoted to the area of affective virtual service agents. The situation is changing due to advances in affective computing and artificial intelligence. Virtual service agents have the potential to change the way how people interact with information technology by transforming control method from physical gestures to natural language conversation. By having human-like characteristics, the agents can transform impersonal service experience to personal and make an emotional impression on the user or customer. Such message can take different forms and interpretations, depending on national culture and other context. Qualitative data... (More)
While localization helps to create websites and mobile apps for specific target markets, not as much attention was devoted to the area of affective virtual service agents. The situation is changing due to advances in affective computing and artificial intelligence. Virtual service agents have the potential to change the way how people interact with information technology by transforming control method from physical gestures to natural language conversation. By having human-like characteristics, the agents can transform impersonal service experience to personal and make an emotional impression on the user or customer. Such message can take different forms and interpretations, depending on national culture and other context. Qualitative data from interviews with experts were used to identify differences in how they are viewed in Sweden and Japan. A survey was then used to quantify the differences using a sample of participants, who were asked to rate the likability and trustworthiness of agents with varying ethnicity, gender and age. The impact of visible visual attributes on their trustworthiness and likability is analysed on a familiar example with virtual service agents at an airport. It was found that each group favours their familiar communication style and recommendations on virtual service agent localization are given. (Less)
Please use this url to cite or link to this publication:
author
Gerhat, Peter LU
supervisor
organization
course
INFM10 20152
year
type
H1 - Master's Degree (One Year)
subject
keywords
Virtual service agent, Avatar, Affective computing, Cross-cultural comparison, Localization
report number
INF16-003
language
English
id
8567357
date added to LUP
2016-02-10 13:53:19
date last changed
2016-02-10 13:53:19
@misc{8567357,
  abstract     = {While localization helps to create websites and mobile apps for specific target markets, not as much attention was devoted to the area of affective virtual service agents. The situation is changing due to advances in affective computing and artificial intelligence. Virtual service agents have the potential to change the way how people interact with information technology by transforming control method from physical gestures to natural language conversation. By having human-like characteristics, the agents can transform impersonal service experience to personal and make an emotional impression on the user or customer. Such message can take different forms and interpretations, depending on national culture and other context. Qualitative data from interviews with experts were used to identify differences in how they are viewed in Sweden and Japan. A survey was then used to quantify the differences using a sample of participants, who were asked to rate the likability and trustworthiness of agents with varying ethnicity, gender and age. The impact of visible visual attributes on their trustworthiness and likability is analysed on a familiar example with virtual service agents at an airport. It was found that each group favours their familiar communication style and recommendations on virtual service agent localization are given.},
  author       = {Gerhat, Peter},
  keyword      = {Virtual service agent,Avatar,Affective computing,Cross-cultural comparison,Localization},
  language     = {eng},
  note         = {Student Paper},
  title        = {Indices for Virtual Service Agent Design: Cross-Cultural Evaluation},
  year         = {2016},
}