Personalized Personality Virtual Agents: Assessing the impacts of virtual agent’s personality match on user’s trust, personal attachment, perceived risk and purchase intention in e-commerce

The ever-increasing competition has led firms to higher adoption rate of technology to drive business efficiency and operation. One of the disruptive technologies of this century is Artificial Intelligence (AI), with virtual agents as one of its application. To get the maximum value of virtual agents, businesses attempt to personalize their...