Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services
Front-desk financial service jobs are increasingly being replaced by artificial intelligence conversational agents, or chatbots. However, this presents the challenge of building customer trust and maintaining customer satisfaction, which is particularly important in financial services. Research unde...
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| Format: | Thesis-Master by Research |
| Language: | English |
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Nanyang Technological University
2020
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| Online Access: | https://hdl.handle.net/10356/145381 |
| _version_ | 1811680701951508480 |
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| author | Lim, Cui Min |
| author2 | Kwan Min Lee |
| author_facet | Kwan Min Lee Lim, Cui Min |
| author_sort | Lim, Cui Min |
| collection | NTU |
| description | Front-desk financial service jobs are increasingly being replaced by artificial intelligence conversational agents, or chatbots. However, this presents the challenge of building customer trust and maintaining customer satisfaction, which is particularly important in financial services. Research under the Computers as Social Actors paradigm has shown that people apply social rules to human-computer interactions (e.g., such as sex-role stereotyping, similarity-attraction, consistency-attraction), which can help us understand how customers evaluate chatbots. The present study addresses this issue by conducting critical tests of social rules that apply to human-agent interaction in a financial advice chatbot, focusing particularly on social rules pertaining to sex and gender. Study 1 investigates if users apply a sex-role stereotype to a fintech chatbot, or if they apply the similarity-attraction rule such that they prefer fintech chatbot agents that are represented by the same sex category as themselves. Results of Study 1 show that users generally have better evaluations of the female agent as compared to a male agent. Study 2 extends the findings in Study 1 by additionally manipulating the conversation style of the fintech agent to express either masculine traits or feminine traits. Results of Study 2 further reinforces those of Study 1 by showing that users generally prefer a feminine conversation style. Theoretical and practical implications are discussed. |
| first_indexed | 2024-10-01T03:29:14Z |
| format | Thesis-Master by Research |
| id | ntu-10356/145381 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:29:14Z |
| publishDate | 2020 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1453812023-03-05T16:23:57Z Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services Lim, Cui Min Kwan Min Lee Nuri Kim Wee Kim Wee School of Communication and Information kwanminlee@ntu.edu.sg, nuri.kim@ntu.edu.sg Social sciences::Communication::Audience research Front-desk financial service jobs are increasingly being replaced by artificial intelligence conversational agents, or chatbots. However, this presents the challenge of building customer trust and maintaining customer satisfaction, which is particularly important in financial services. Research under the Computers as Social Actors paradigm has shown that people apply social rules to human-computer interactions (e.g., such as sex-role stereotyping, similarity-attraction, consistency-attraction), which can help us understand how customers evaluate chatbots. The present study addresses this issue by conducting critical tests of social rules that apply to human-agent interaction in a financial advice chatbot, focusing particularly on social rules pertaining to sex and gender. Study 1 investigates if users apply a sex-role stereotype to a fintech chatbot, or if they apply the similarity-attraction rule such that they prefer fintech chatbot agents that are represented by the same sex category as themselves. Results of Study 1 show that users generally have better evaluations of the female agent as compared to a male agent. Study 2 extends the findings in Study 1 by additionally manipulating the conversation style of the fintech agent to express either masculine traits or feminine traits. Results of Study 2 further reinforces those of Study 1 by showing that users generally prefer a feminine conversation style. Theoretical and practical implications are discussed. Master of Communication Studies 2020-12-20T23:48:05Z 2020-12-20T23:48:05Z 2020 Thesis-Master by Research Lim, C. M. (2020). Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services. Master's thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/145381 10.32657/10356/145381 en 2018-T1-001-162-01 This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication::Audience research Lim, Cui Min Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title | Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title_full | Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title_fullStr | Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title_full_unstemmed | Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title_short | Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services |
| title_sort | investigating the effects of sex typing and sex role stereotypes on user experience in the context of fintech services |
| topic | Social sciences::Communication::Audience research |
| url | https://hdl.handle.net/10356/145381 |
| work_keys_str_mv | AT limcuimin investigatingtheeffectsofsextypingandsexrolestereotypesonuserexperienceinthecontextoffintechservices |