Virtual salesperson (VS) has been increasingly implemented on many Websites to provide online users with valuable shopping advice, because it has been proved to alleviate users’ cognitive overload and increase their decision quality. Thus, it has widely caught researchers’ attention to investigate what factors can increase user’s intention to adopt. However, there is little research examining the impact of another information resource on VS adoption intention when recommendation information conflict occurs. This study draws on principle-agent perspective to investigate whether online customer reviews have potential to arouse users’ concern about information asymmetry and the fear of VS opportunism. The research result should be of interest to academic researchers, developers of VSs, providers of VSs, and Webstores.


Virtual salesperson, Recommendation information conflict


ISBN: [978-1-86435-644-1]; Research-in-progress paper