Abstract
We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We concluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more research is required to explore the mixed findings in the current study.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI 2018) |
| Editors | Raymond Bond, Maurice Mulvenna, Jonathan Wallace, Michaela Black |
| Place of Publication | Belfast |
| Publisher | BCS Learning & Development Ltd. |
| Number of pages | 12 |
| DOIs | |
| Publication status | Published - 2018 |
| Event | 32nd International Human Computer Interaction Conference - Church House, Belfast, United Kingdom Duration: 2 Jul 2018 → 6 Jul 2018 Conference number: 32 http://hci2018.bcs.org/ |
Conference
| Conference | 32nd International Human Computer Interaction Conference |
|---|---|
| Abbreviated title | HCI 2018 |
| Country | United Kingdom |
| City | Belfast |
| Period | 2/07/18 → 6/07/18 |
| Internet address |
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Social presence and dishonesty in retail. / Siebenaler, Susan; Szymkowiak, Andrea; Robertson, Paul; Johnson, Graham I.; Law, Jan; Fee, Kenneth.
Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI 2018). ed. / Raymond Bond; Maurice Mulvenna; Jonathan Wallace; Michaela Black. Belfast : BCS Learning & Development Ltd., 2018.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - Social presence and dishonesty in retail
AU - Siebenaler, Susan
AU - Szymkowiak, Andrea
AU - Robertson, Paul
AU - Johnson, Graham I.
AU - Law, Jan
AU - Fee, Kenneth
PY - 2018
Y1 - 2018
N2 - Self-service checkouts (SCOs) in retail can benefit consumers and retailers, providing control and autonomy to shoppers independent from staff, together with reduced queuing times. Recent research indicates that the absence of staff may provide the opportunity for consumers to behave dishonestly, consistent with a perceived lack of social presence. This study examined whether a social presence in the form of various instantiations of embodied, visual, humanlike SCO interface agents had an effect on opportunistic behaviour. Using a simulated SCO scenario, participants experienced various dilemmas in which they could financially benefit themselves undeservedly. We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We concluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more research is required to explore the mixed findings in the current study.
AB - Self-service checkouts (SCOs) in retail can benefit consumers and retailers, providing control and autonomy to shoppers independent from staff, together with reduced queuing times. Recent research indicates that the absence of staff may provide the opportunity for consumers to behave dishonestly, consistent with a perceived lack of social presence. This study examined whether a social presence in the form of various instantiations of embodied, visual, humanlike SCO interface agents had an effect on opportunistic behaviour. Using a simulated SCO scenario, participants experienced various dilemmas in which they could financially benefit themselves undeservedly. We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We concluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more research is required to explore the mixed findings in the current study.
U2 - 10.14236/ewic/HCI2018.34
DO - 10.14236/ewic/HCI2018.34
M3 - Conference contribution
BT - Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI 2018)
A2 - Bond, Raymond
A2 - Mulvenna, Maurice
A2 - Wallace, Jonathan
A2 - Black, Michaela
PB - BCS Learning & Development Ltd.
CY - Belfast
ER -