The role of virtual servants in e-interaction
Mikael Lind and Nicklas Salomonson
Internet-based interfaces between organisations and their buyers are becoming increasingly common. Lately virtual servants have been identified as agents to support the customer - supplier interaction. In this paper we investigate the existence of one such virtual servant - Anna at IKEA.com - in a business interaction situation. Anna is regarded as an example of a typical virtual servant of today. Based on pragmatic theories for business interaction we investigate the role of this virtual servant. The conclusion from this study shows that this virtual servant does support the potential / particular buyer in navigating on the company's web-site rather than the realisation of a purchase.
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