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      Social Presence and Dishonesty in Retail

      1 , 1 , 1 , 2 , 1 , 1

      Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)

      Human Computer Interaction Conference

      4 - 6 July 2018

      Embodied agents, anthropomorphism, retail shrinkage, social presence, self-service, eye tracking

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          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          Abstract

          Self-service checkouts (SCOs) in retail can benefit consumers and retailers, providing control and autonomy to shoppers independent from staff, together with reduced queuing times. Recent re-search indicates that the absence of staff may provide the opportunity for consumers to behave dishonestly, consistent with a perceived lack of social presence. This study examined whether a social presence in the form of various instantiations of embodied, visual, humanlike SCO interface agents had an effect on opportunistic user behaviour, i.e. an individual taking unwarranted ad-vantages. Using a simulated SCO scenario, participants experienced various dilemmas in which they could financially benefit themselves undeservedly. We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We con-cluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more re-search is required to explore the mixed findings in the current study.

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          Most cited references 44

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          Interpersonal Effects in Computer-Mediated Interaction: A Relational Perspective

           J. WALTHER (1992)
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            Cues of being watched enhance cooperation in a real-world setting.

            We examined the effect of an image of a pair of eyes on contributions to an honesty box used to collect money for drinks in a university coffee room. People paid nearly three times as much for their drinks when eyes were displayed rather than a control image. This finding provides the first evidence from a naturalistic setting of the importance of cues of being watched, and hence reputational concerns, on human cooperative behaviour.
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              Toward a More Robust Theory and Measure of Social Presence: Review and Suggested Criteria

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                Author and article information

                Contributors
                Conference
                July 2018
                July 2018
                : 1-12
                Affiliations
                [1 ] Abertay University

                Bell Street, Dundee DD1 1HG, UK
                [2 ] NCR Corporation

                3 Fulton Road, Dundee DD2 4SW, UK
                Article
                10.14236/ewic/HCI2018.34
                © Siebenaler et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

                This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

                Proceedings of the 32nd International BCS Human Computer Interaction Conference
                HCI
                32
                Belfast, UK
                4 - 6 July 2018
                Electronic Workshops in Computing (eWiC)
                Human Computer Interaction Conference
                Product
                Product Information: 1477-9358BCS Learning & Development
                Self URI (journal page): https://ewic.bcs.org/
                Categories
                Electronic Workshops in Computing

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