The Impact of Communication Style Similarity on Customer's Perception of Virtual Advisory Services: A Similarity Theory Perspective

Intelligent advisory services have gradually penetrated into every aspect of people's lives. Ranging from e-commerce to e-government platforms, intelligent advisory systems, with anthropomorphic and user-centered design, can potentially help to remove the technical barriers that commonly exist on traditional websites. In the research background of an intelligent advisory system in the health domain, this study seeks to explore the impact of system/user communication style similarities on user’s perceptions towards the virtual advisory service. Drawing on Similarity Theory, we proposed a research framework to uncover the above relationships. Through conducting preliminary online surveys, this study empirically shows that the communication style of the virtual health advisory system, when aligned well with the user’s communication style, can engage the user better, leads to more enjoyment, credibility and clarity during the interaction process. These positive perceptions towards the system can potentially create a better sense of social presence and heightened interests in continuing using the advisor services.