The outcomes and the mediating role of the functional triad: The users' perspective

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AbstractB.J. Fogg's Functional Triad shows the manner in which computing technologies can persuade people by playing 3 different functional roles, namely, as tools, media, or social actors. However, the effects of user perceptions of these 3 functional roles are largely unknown. We advance Fogg's framework by developing a conceptual model to explain how a feature of a computing technology (ie, the trade‐off transparency feature of a recommendation agent [RA], which interactively demonstrates the trade‐offs among product attribute values) can result in certain outcomes by shaping the beliefs of individuals regarding the 3 functional roles. We examine the effects of the perceived Functional Triad on the following 3 outcomes: (1) persuading users to use an RA (intention to use), (2) persuading users to follow the advice of the RA (recommendation adherence), and (3) persuading users to recommend the RA to others (recommendation to friends). We conducted a laboratory experiment to manipulate 4 levels of trade‐off transparency, thereby creating an adequate amount of variations for the perceived Functional Triad. A total of 160 participants were recruited from a large university in North America. Although designers could control the technology design aspects, these designs may not accomplish the intended effects on users, who have their own perceptions. This study contributes to existing literature by simultaneously evaluating the 3 different outcomes of the Functional Triad from the perspective of users.