Start Date
11-12-2016 12:00 AM
Description
Computer-synthesized speech is emerging as a mainstream human-computer interface in post-PC devices. However, there is limited research on its effect on the user experience. We contribute to this emerging stream by focusing on online review persuasiveness. The current presentation standard is the text review accompanied by images and numeric ratings. We review the limited theory on the effect of synthesized speech on users and report preliminary results from a lab experiment. Our findings suggest that varying the message presentation, from text to speech, improves the persuasiveness of online reviews through stronger trust beliefs, attitude toward the subject of the review and purchase intention. However, they don’t support the most intuitive explanation for why: that synthesized speech increases user perceptions of trustworthiness, expertise, credibility and similarity of the source. If confirmed, our results would call for an exciting search for the mechanisms by which speech interfaces increase the persuasiveness of massages.
Recommended Citation
Bartosiak, Marcin and Piccoli, Gabriele, "Presentation Format and Online Reviews Persuasiveness: The Effect of Computer-Synthesized Speech." (2016). ICIS 2016 Proceedings. 10.
https://aisel.aisnet.org/icis2016/Human-ComputerInteraction/Presentations/10
Presentation Format and Online Reviews Persuasiveness: The Effect of Computer-Synthesized Speech.
Computer-synthesized speech is emerging as a mainstream human-computer interface in post-PC devices. However, there is limited research on its effect on the user experience. We contribute to this emerging stream by focusing on online review persuasiveness. The current presentation standard is the text review accompanied by images and numeric ratings. We review the limited theory on the effect of synthesized speech on users and report preliminary results from a lab experiment. Our findings suggest that varying the message presentation, from text to speech, improves the persuasiveness of online reviews through stronger trust beliefs, attitude toward the subject of the review and purchase intention. However, they don’t support the most intuitive explanation for why: that synthesized speech increases user perceptions of trustworthiness, expertise, credibility and similarity of the source. If confirmed, our results would call for an exciting search for the mechanisms by which speech interfaces increase the persuasiveness of massages.