The dark side of virtual agents: Ohhh no!

Mostafa, R. B., Lages, C. R., & Shaalan, A. (2024). The dark side of virtual agents: Ohhh no! International Journal of Information Management, 75. https://doi.org/10.1016/j.ijinfomgt.2023.102721

This episode explores the dark side of virtual agents (VAs) and how unmet expectations regarding their anthropomorphic characteristics and parasocial interactions can lead to customer dissatisfaction, resulting in negative word-of-mouth and avoidance of future use. The study analyzed is based on the Expectation Disconfirmation Theory and Social Exchange Theory to understand these relationships. Data were collected through online surveys conducted with VA users in Egypt and the United Arab Emirates.

The findings indicate that negative disconfirmation of parasocial interaction and VA anthropomorphism leads to dissatisfaction, which in turn influences the spread of negative experiences and user disengagement from the technology. The research highlights the importance of managing customer expectations by ensuring that virtual agents exhibit effective anthropomorphic traits and social interactions. In addition to contributing to the literature on artificial intelligence, the study provides practical insights for marketing and IT managers regarding the challenges and negative impacts of using VAs. Among the study’s limitations are the sample size and the use of self-reported data. Thus, this analysis reinforces the need to better align virtual agents' capabilities with user expectations to enhance their acceptance and usage.