The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation

Hanfei Xue; Jiayu Wang; Sze Man Chong; Woo Jin Choi; Chung-Wha (Chloe) Ki; Christina Wong

The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation

Hanfei Xue
, Jiayu Wang
, Sze Man Chong
, Woo Jin Choi
, Chung-Wha (Chloe) Ki
, Christina Wong

School of Fashion and Textiles

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

Original language	English
Title of host publication	Recent Advances in Retailing and Consumer Science (RARCS) Conference
Publication status	Accepted/In press - 2025
Event	The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference - Zagreb, Croatia Duration: 7 Jul 2025 → 10 Jul 2025 https://rarcsconferences.wixsite.com/rarcs2025

Conference

Conference	The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference
Country/Territory	Croatia
City	Zagreb
Period	7/07/25 → 10/07/25
Internet address	https://rarcsconferences.wixsite.com/rarcs2025

Cite this

@inproceedings{4ba96a8ca8b64431b589cd3d75721fd5,

title = "The influence of virtual assistants{\textquoteright} (VAs{\textquoteright}) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation",

author = "Hanfei Xue and Jiayu Wang and Chong, \{Sze Man\} and Choi, \{Woo Jin\} and Ki, \{Chung-Wha (Chloe)\} and Christina Wong",

year = "2025",

language = "English",

booktitle = "Recent Advances in Retailing and Consumer Science (RARCS) Conference",

note = "The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference ; Conference date: 07-07-2025 Through 10-07-2025",

url = "https://rarcsconferences.wixsite.com/rarcs2025",

}

Xue, H, Wang, J, Chong, SM, Choi, WJ, Ki, C-W & Wong, C 2025, The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation. in Recent Advances in Retailing and Consumer Science (RARCS) Conference. The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference, Zagreb, Croatia, 7/07/25.

The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation. / Xue, Hanfei; Wang, Jiayu; Chong, Sze Man et al.
Recent Advances in Retailing and Consumer Science (RARCS) Conference. 2025.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

TY - GEN

T1 - The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail: The moderating role of shopping motivation

AU - Xue, Hanfei

AU - Wang, Jiayu

AU - Chong, Sze Man

AU - Choi, Woo Jin

AU - Ki, Chung-Wha (Chloe)

AU - Wong, Christina

PY - 2025

Y1 - 2025

M3 - Conference article published in proceeding or book

BT - Recent Advances in Retailing and Consumer Science (RARCS) Conference

T2 - The 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference

Y2 - 7 July 2025 through 10 July 2025

ER -