Full model explaining brand attitudes
| Coefficient (SE) | t | p | |
|---|---|---|---|
| Outcome variable: Brand Attitudes | |||
| X1: voice vs voice + IH | 0.08 (0.14) | 0.60 | 0.549 |
| X2: voice vs text | −0.16 (0.14) | −1.18 | 0.237 |
| X3: voice + IH vs text | −0.24 (0.13) | −1.90 | 0.059 |
| Perceived Human-likeness | 0.48 (0.04) | 13.33 | 0.000 |
| Cognitive Load | 0.06 (0.04) | 1.66 | 0.099 |
| Persuasion Knowledge | −0.17 (0.04) | −4.20 | 0.000 |
| Coefficient (SE) | |||
|---|---|---|---|
| X1: voice vs voice + IH | 0.08 (0.14) | 0.60 | 0.549 |
| X2: voice vs text | −0.16 (0.14) | −1.18 | 0.237 |
| X3: voice + IH vs text | −0.24 (0.13) | −1.90 | 0.059 |
| Perceived Human-likeness | 0.48 (0.04) | 13.33 | 0.000 |
| Cognitive Load | 0.06 (0.04) | 1.66 | 0.099 |
| Persuasion Knowledge | −0.17 (0.04) | −4.20 | 0.000 |
| Indirect effects | |||
|---|---|---|---|
| Confidence interval | |||
| Effect (SE) | Lower limit | Upper limit | |
| X1 → HL → A | 0.10 (0.08) | −0.06 | 0.26 |
| X2 → HL → A | 0.30 (0.09) | 0.14 | 0.48 |
| X3 → HL → A | 0.20 (0.09) | 0.03 | 0.39 |
| X1 → CL → A | 0.00 (0.01) | −0.03 | 0.03 |
| X2 → CL → A | −0.02 (0.02) | −0.07 | 0.01 |
| X3 → CL → A | −0.03 (0.02) | −0.07 | 0.01 |
| X1 → PK → A | −0.03 (0.03) | −0.09 | 0.03 |
| X2 → PK → A | −0.02 (0.03) | −0.08 | 0.03 |
| X3 → PK → A | 0.002 (0.03) | −0.05 | 0.05 |
| X1 → HL → PK → A | 0.00 (0.00) | −0.01 | 0.00 |
| X2 → HL → PK → A | 0.00 (0.01) | −0.02 | 0.01 |
| X3 → HL → PK → A | −0.003 (0.00) | −0.01 | 0.005 |
| X1 → CL → PK → A | 0.00 (0.00) | −0.01 | 0.01 |
| X2 → CL → PK → A | 0.01 (0.01) | 0.0002 | 0.02 |
| X3 → CL → → PK → A | 0.01 (0.01) | 0.0002 | 0.02 |
| Confidence interval | |||
|---|---|---|---|
| Effect (SE) | Lower limit | Upper limit | |
| X1 → HL → A | 0.10 (0.08) | −0.06 | 0.26 |
| X2 → HL → A | 0.30 (0.09) | 0.14 | 0.48 |
| X3 → HL → A | 0.20 (0.09) | 0.03 | 0.39 |
| X1 → CL → A | 0.00 (0.01) | −0.03 | 0.03 |
| X2 → CL → A | −0.02 (0.02) | −0.07 | 0.01 |
| X3 → CL → A | −0.03 (0.02) | −0.07 | 0.01 |
| X1 → PK → A | −0.03 (0.03) | −0.09 | 0.03 |
| X2 → PK → A | −0.02 (0.03) | −0.08 | 0.03 |
| X3 → PK → A | 0.002 (0.03) | −0.05 | 0.05 |
| X1 → HL → PK → A | 0.00 (0.00) | −0.01 | 0.00 |
| X2 → HL → PK → A | 0.00 (0.01) | −0.02 | 0.01 |
| X3 → HL → PK → A | −0.003 (0.00) | −0.01 | 0.005 |
| X1 → CL → PK → A | 0.00 (0.00) | −0.01 | 0.01 |
| X2 → CL → PK → A | 0.01 (0.01) | 0.0002 | 0.02 |
| X3 → CL → → PK → A | 0.01 (0.01) | 0.0002 | 0.02 |
Note(s): F(8, 441) = 27.91, p < 0.001, R2 = 0.34; controlled for brand familiarity, familiarity with virtual assistants, modality preference; IH = Interaction History; HL = Perceived Human-likeness; CL = Cognitive Load; PK = Persuasion Knowledge; A = Brand Attitudes
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