ENGAGING WITH CUSTOMERS ONLINE: THE CASE OF ONLINE VIDEO CHAT.
- Resource Type
- Article
- Authors
- Mathur, Anil, ; Lee, Keun S.; Li Huang; Kulviwat, Songpol; Jieqiong Ma
- Source
- AMA Winter Academic Conference Proceedings; 2024, Vol. 35, p232-243, 12p
- Subject
- Technology Acceptance Model
Video chat services (Internet)
Coincidence
Customer relations
Statistical hypothesis testing
- Language
- ISSN
- 10540806
Media Synchronicity Theory, and Technology Acceptance Theory provide theoretical support for researching video chat as an engagement tool with customers online. A total of 246 completed responses were used to test the research hypotheses. A Regression-based Process Macro with bootstrapping was employed to test the proposed hypotheses. Results and implications are provided and discussed. [ABSTRACT FROM AUTHOR]