Naim Zierau
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Dr.
Last Name
Zierau
First name
Naim
Email
naim.zierau@unisg.ch
Phone
+41 71 224 3237

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  • Publication
    “I Will Follow You!” – How Recommendation Modality Impacts Processing Fluency and Purchase Intention
    ( 2022-12-09)
    Schwede, Melanie
    ;
    Zierau, Naim
    ;
    Janson, Andreas
    ;
    Hammerschmidt, Maik
    ;
    Leimeister, Jan Marco
    Although conversational agents (CA) are increasingly used for providing purchase recommendations, important design questions remain. Across two experiments we examine with a novel fluency mechanism how recommendation modality (speech vs. text) shapes recommendation evaluation (persuasiveness and risk), the intention to follow the recommendation, and how modality interacts with the style of recommendation explanation (verbal vs. numerical). Findings provide robust evidence that text-based CAs outperform speech-based CAs in terms of processing fluency and consumer responses. They show that numerical explanations increase processing fluency and purchase intention of both recommendation modalities. The results underline the importance of processing fluency for the decision to follow a recommendation and highlight that processing fluency can be actively shaped through design decisions in terms of implementing the right modality and aligning it with the optimal explanation style. For practice, we offer actionable implications on how to make effective sales agents out of CAs.
    Type: conference paper
    Journal: International Conference on Information Systems (ICIS)
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/107996
  • Publication
    A Review of the Empirical Literature on Conversational Agents and Future Research Directions
    ( 2020)
    Zierau, Naim
    ;
    Elshan, Edona
    ;
    Visini, Camillo
    ;
    Janson, Andreas
    The knowledge base related to user interaction with conversational agents (CAs) has grown dramatically but remains segregated. In this paper, we conduct a systematic literature review to investigate user interaction with CAs. We examined 107 papers published in outlets related to IS and HCI research. Then, we coded for design elements and user interaction outcomes, and isolated 7 significant determinants of these outcomes, as well as 42 themes with inconsistent evidence, providing grounds for future research. Building upon the insights from the analysis, we propose a research agenda to guide future research surrounding user interaction with CAs. Ultimately, we aim to contribute to the body of knowledge of IS and HCI in general and user interaction with CA in particular by indicating how developed a research field is regarding the number and content of the respective contributions. Furthermore, practitioners benefit from a structured overview related to CA design effects.
    Type: conference paper
    Journal: International Conference on Information Systems (ICIS)
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/113192
  • Publication
    The Anatomy of User Experience with Conversational Agents: A Taxonomy and Propositions of Service Clues
    ( 2020)
    Zierau, Naim
    ;
    Wambsganss, Thiemo
    ;
    Janson, Andreas
    ;
    Schöbel, Sofia
    ;
    Leimeister, Jan Marco
    Conversational agents (CAs) represent a paradigm shift in regards to how humans use information systems. Although CAs have recently attracted considerable research interest, there is still limited shared knowledge about the distinctive characteristics of CAs from a user experience-based perspective. To address this gap, we conducted a systematic literature review to identify CA characteristics from existing research. Building on classifications from service experience theory, we develop a taxonomy that classifies CA characteristics into three major categories (i.e. functional, mechanic, humanic clues). Subsequently, we evaluate the usefulness of the taxonomy by interviewing six domain experts. Based on this categorization and the reviewed literature, we derive three propositions that link these categories to specific user experience dimensions. Our results support researchers and practitioners by providing deeper insights into service design with CAs and support them in systematizing and synthesizing research on the effects of specific CA characteristics from a user experience-based perspective.
    Type: conference paper
    Journal: International Conference on Information Systems (ICIS)
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/113193