[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"health-study-detail:100644141":3},{"organization":4,"outcomesModule":7,"designInfo":32,"detailedDescription":42,"studyPopulation":31,"armGroups":43,"interventions":65,"overallOfficials":31,"centralContacts":83,"locations":93,"responsibleParty":115,"collaborators":31,"id":118,"slug":31,"hasResults":119,"nctId":120,"briefTitle":121,"officialTitle":122,"acronym":123,"eligibilityCriteria":124,"healthyVolunteers":125,"sex":126,"minAge":127,"maxAge":31,"enrollmentInfo":128,"targetDuration":31,"studyType":131,"phases":132,"briefSummary":134,"conditions":135,"keywords":137,"overallStatus":149,"whyStopped":31,"lastUpdateSubmitDate":150,"lastUpdatePostDateStruct":151,"startDateStruct":154,"completionDateStruct":156,"leadSponsor":158,"locationsCount":159},{"fullName":5,"class":6},"University of Malaga","OTHER",{"primaryOutcomes":8,"secondaryOutcomes":13,"otherOutcomes":31},[9],{"measure":10,"description":11,"timeFrame":12},"Trust in the Virtual Assistant","Trust in the virtual assistant will be assessed immediately after the interaction using a pre-specified multi-item questionnaire. Participants will rate each item on a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). An overall trust score will be calculated as the mean of the completed items. Higher scores indicate greater trust in the virtual assistant.","Immediately after the virtual assistant interaction, during the same experimental session",[14,17,20,23,27],{"measure":15,"description":16,"timeFrame":12},"User Satisfaction With the Virtual Assistant","User satisfaction will be assessed immediately after the interaction using a pre-specified multi-item questionnaire. Items will be rated on a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). The satisfaction score will be calculated as the mean of the completed items. Higher scores indicate greater satisfaction.",{"measure":18,"description":19,"timeFrame":12},"Intention to Use the Virtual Assistant","Participants' intention to use a similar virtual assistant in the future will be assessed using a pre-specified multi-item questionnaire. Items will be rated on a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). The overall score will be calculated as the mean of the completed items. Higher scores indicate greater intention to use the virtual assistant.",{"measure":21,"description":22,"timeFrame":12},"Acceptance of the Virtual Assistant Recommendation","Acceptance of the recommendation provided by the virtual assistant will be assessed after the interaction using a 7-point response scale. Higher scores indicate greater willingness to accept or follow the recommendation.",{"measure":24,"description":25,"timeFrame":26},"Electrodermal Activity During the Virtual Assistant Interaction","Electrodermal activity will be recorded continuously during the interaction. Skin conductance responses associated with the experimental stimuli will be derived from the recorded signal and compared across experimental conditions. Greater skin conductance responses indicate greater physiological arousal.","From the start to the end of the virtual assistant interaction, for up to 20 minutes.",{"measure":28,"description":29,"timeFrame":30},"Visual Attention During the Virtual Assistant Interaction","Visual attention will be measured using eye tracking. Pre-specified metrics will include fixation duration and number of fixations within defined areas of interest. The eye-tracking measures will be compared across experimental conditions.","Continuously during the virtual assistant interaction, over approximately 20 minutes.",null,{"allocation":33,"interventionModel":34,"interventionModelDescription":35,"primaryPurpose":36,"observationalModel":31,"timePerspective":31,"maskingInfo":37},"RANDOMIZED","PARALLEL","Participants will be assigned to one experimental condition involving interaction with a virtual assistant. The conditions will differ in selected virtual assistant features or interaction outcomes. Each participant will complete the experimental task and the post-interaction outcome assessment under the assigned condition.","BASIC_SCIENCE",{"masking":38,"maskingDescription":39,"whoMasked":40},"SINGLE","Participants will not be informed of the specific experimental hypothesis or the alternative conditions. They will be informed that the study examines user interaction with virtual assistants. Investigators conducting the experimental sessions may know the assigned condition.",[41],"PARTICIPANT","Virtual assistants are artificial intelligence systems that enable users to interact with digital services via text, voice, or embodied avatars. Their use does not necessarily improve user experience because interaction outcomes may depend on the design and behavior of the virtual assistant, the service context, and the characteristics of the user.\n\nThe main objective of this study is to identify the factors that influence user interaction and user experience outcomes when people engage with virtual assistants in service settings. The study will examine characteristics such as the type of virtual assistant, communication style, language specificity, anthropomorphism, personalization, adaptability, appearance, voice, level of immersion, and the occurrence of inaccurate, erroneous, or unexpected responses.\n\nApproximately 400 adults aged 18 years or older will participate in experimental sessions conducted primarily at the Consumer Behavior Research Laboratory (LICCO) of the University of Malaga. Participants will be recruited through the Online Recruitment System for Economic Experiments (ORSEE), university communication channels, social media, collaborating organizations, and other appropriate recruitment channels.\n\nParticipants will interact with or be exposed to virtual assistants developed or configured for the study. These may include avatars, chatbots, and voice assistants presented in two-dimensional or immersive three-dimensional environments. The experimental materials may also include edited images, audio, or video representing simulated interactions with virtual assistants in tourism, cultural, retail, financial, or other service contexts.\n\nDepending on the specific experimental design, participants will be assigned to conditions that differ in one or more virtual assistant features or interaction outcomes. The study may compare different levels of anthropomorphism, communication styles, degrees of language specificity, personalization, assistant modality, immersion, or response accuracy. The final allocation procedures and experimental conditions will be defined before recruitment and documented in the study protocol and ClinicalTrials.gov record.\n\nAfter the interaction, participants will complete questionnaires assessing variables such as perceived usefulness, enjoyment, symbolic benefits, trust, satisfaction, attitude toward the recommendation, acceptance of recommendations, perceived risk, privacy concerns, emotional response, and intention to use the virtual assistant. Relevant participant characteristics, including age, gender, personality, personal innovativeness, digital experience, and accessibility needs, may also be examined as explanatory or moderating variables.\n\nNon-invasive consumer neuroscience and psychophysiological techniques may be used during the experimental session. Eye tracking will record gaze position, visual fixations, and eye movements. Electrodermal activity will be used to assess changes in physiological arousal. Electroencephalography will record electrical brain activity associated with cognitive and emotional processing. Automated facial expression analysis will code observable facial movements and emotional expressions. Facial recordings will not be used for biometric identification, authentication, or identity verification.\n\nParticipants will receive study information and provide informed consent before data collection. A safety screening questionnaire will be administered when required for the psychophysiological procedures. Data will be coded and stored separately from directly identifying information. Results will be reported only in aggregated, anonymized, or appropriately pseudonymized form.\n\nThe study is behavioral and non-therapeutic. It does not involve medication, biological samples, medical treatment, diagnosis, or evaluation of a medical device. The procedures are non-invasive, although participants may experience temporary tiredness or minor discomfort during the experimental session.",[44,51,56,61],{"label":45,"type":46,"description":47,"interventionNames":48},"High Anthropomorphism and Accurate Response","EXPERIMENTAL","Participants will interact with a virtual assistant displaying a high level of anthropomorphic features. The virtual assistant will provide accurate and relevant responses during the service interaction.",[49,50],"Behavioral: High Anthropomorphism","Behavioral: Accurate Virtual Assistant Response",{"label":52,"type":46,"description":53,"interventionNames":54},"High Anthropomorphism and Inaccurate Response","Participants will interact with a virtual assistant displaying a high level of anthropomorphic features. During the service interaction, the virtual assistant will provide a predefined inaccurate or irrelevant response designed for the experiment.",[49,55],"Behavioral: Inaccurate Virtual Assistant Response",{"label":57,"type":46,"description":58,"interventionNames":59},"Low Anthropomorphism and Accurate Response","Participants will interact with a virtual assistant displaying a low level of anthropomorphic features. The virtual assistant will provide accurate and relevant responses during the service interaction.",[60,50],"Behavioral: Low Anthropomorphism",{"label":62,"type":46,"description":63,"interventionNames":64},"Low Anthropomorphism and Inaccurate Response","Participants will interact with a virtual assistant displaying a low level of anthropomorphic features. During the service interaction, the virtual assistant will provide a predefined inaccurate or irrelevant response designed for the experiment.",[60,55],[66,71,75,79],{"type":67,"name":68,"description":69,"armGroupLabels":70,"otherNames":31},"BEHAVIORAL","High Anthropomorphism","The virtual assistant will display a comparatively high level of human-like visual, vocal, or conversational characteristics, as operationalized in the experimental protocol.",[45,52],{"type":67,"name":72,"description":73,"armGroupLabels":74,"otherNames":31},"Low Anthropomorphism","The virtual assistant will display a comparatively low level of human-like visual, vocal, or conversational characteristics, as operationalized in the experimental protocol.",[57,62],{"type":67,"name":76,"description":77,"armGroupLabels":78,"otherNames":31},"Accurate Virtual Assistant Response","The virtual assistant will provide accurate, relevant, and contextually appropriate information during the simulated service interaction.",[45,57],{"type":67,"name":80,"description":81,"armGroupLabels":82,"otherNames":31},"Inaccurate Virtual Assistant Response","The virtual assistant will provide a predefined inaccurate or contextually inappropriate response during the simulated service interaction. The error will be standardized across participants assigned to this condition and will not concern medical, safety-related, or other high-risk information.",[52,62],[84,89],{"name":85,"role":86,"phone":87,"phoneExt":31,"email":88},"Sebastián Molinillo Jiménez - Professor of Marketing, PhD","CONTACT","+34 952131265","smolinillo@uma.es",{"name":90,"role":86,"phone":91,"phoneExt":31,"email":92},"Francisco Rejón-Guardia, Associate professor of marketing, PhD","+34 952 13 12 68","franrejon@uma.es",[94],{"facility":95,"status":31,"city":96,"state":31,"zip":97,"country":98,"countryCode":99,"cosmosGeoPoint":100,"geoPoint":105,"contacts":106},"Consumer Behavior Research Laboratory (LICCO), University of Malaga","Málaga","29013","Spain","ES",{"type":101,"coordinates":102},"Point",[103,104],-4.42034,36.72016,{"lat":104,"lon":103},[107,110,113],{"name":108,"role":86,"phone":109,"phoneExt":31,"email":88},"Sebastián Molinillo Jiménez Professor of Marketing and Principal Investigator, PhD","+34 952 13 12 65",{"name":111,"role":112,"phone":31,"phoneExt":31,"email":31},"Francisco Rejón-Guardia, PhD","PRINCIPAL_INVESTIGATOR",{"name":114,"role":112,"phone":31,"phoneExt":31,"email":31},"Sebastián Molinillo Jiménez, PhD",{"type":112,"investigatorFullName":116,"investigatorTitle":117,"investigatorAffiliation":5,"oldNameTitle":31,"oldOrganization":31},"Francisco Rejón-Guardia","Associate professor of Marketing and Co-Principal Investigator","100644141",false,"NCT07666295","Effects of Virtual Assistant Features on User Experience in Service Settings","Virtual Assistants as Agents of Change: Improving User Interaction and User Experience Outcomes in Service Delivery","AVir4Services","Inclusion Criteria:\n\n* Adults aged 18 years or older.\n* Able to understand the study information and provide informed consent.\n* Sufficient proficiency in Spanish to understand the instructions and complete the study questionnaires.\n* Able to interact with a computer-based virtual assistant and complete the experimental session.\n* Willing to complete the study procedures, which may include questionnaires, eye tracking, electrodermal activity recording, electroencephalography, and facial expression recording.\n\nExclusion Criteria:\n\n* Younger than 18 years.\n* Unable to understand the study information or provide valid informed consent.\n* Insufficient proficiency in Spanish to understand the instructions or complete the questionnaires.\n* A visual, hearing, motor, or other condition that prevents completion of the specific experimental task and cannot be accommodated by the study procedures.\n* A temporary health condition, discomfort, or technical incompatibility that, according to the study procedures, prevents safe or reliable completion of the experimental session.\n* Previous participation in the same experimental protocol, when prior exposure could influence the study outcomes.",true,"ALL","18 Years",{"count":129,"type":130},400,"ESTIMATED","INTERVENTIONAL",[133],"NA","This study examines how the characteristics and performance of virtual assistants influence user experience in service settings. Approximately 400 adults will interact with virtual assistants presented as avatars, chatbots, or voice assistants in simulated tourism, cultural, retail, or financial service situations.\n\nParticipants will be exposed to one or more experimental conditions that may differ in features such as communication style, language specificity, anthropomorphism, personalization, type of virtual assistant, level of immersion, or the presence of inaccurate responses or errors. After the interaction, participants will complete questionnaires about their perceptions, emotions, trust, satisfaction, acceptance of recommendations, and intention to use the virtual assistant.\n\nDuring the experimental session, non-invasive methods may be used to measure visual attention and psychophysiological responses. These methods include eye tracking, electrodermal activity, electroencephalography, and automated facial expression analysis. Facial recordings will be used to analyze emotional expressions and will not be used to identify participants.\n\nThe study does not involve drugs, biological products, medical treatments, diagnostic procedures, or investigational medical devices. Its purpose is to improve scientific understanding of human interaction with artificial intelligence and virtual assistants in service environments.",[136],"User Experience With Virtual Assistants in Service Settings",[138,139,140,141,142,143,144,145,146,147,148],"Virtual Assistants","Artificial Intelligence","Human-Computer Interaction","User Experience","Consumer Behavior","Technology Acceptance","Anthropomorphism","Eye Tracking","Electrodermal Activity","Electroencephalography","Facial Expression Analysis","NOT_YET_RECRUITING","2026-06-18",{"date":152,"type":153},"2026-06-24","ACTUAL",{"date":155,"type":130},"2026-09",{"date":157,"type":130},"2028-01",{"name":5,"class":6},1]