Attractive Task Research Articles

Testing the Effect of Sending an Evaluative Message on Perceiving Others in Computer-Mediated Communication

ABSTRACT Interpersonal mediated communication research has demonstrated that exchanging cues during online interactions can change message receivers’ perception of the senders in socially desirable ways. Building from previous self-transformative work, this work explores how perceptions of others are also shaped by the messages we write evaluating others. More specifically, the research examines the effects of sending different types of evaluative messages on attitude, social attraction, physical attraction, and task attraction toward a hypothetical CMC partner. The first experiment (N = 193) prompted participants to view a post of a video game player and then provide a confirmatory or disconfirmatory evaluation or no evaluation. Results indicated that providing positive evaluations caused a positive change in attitude toward the target, while providing negative evaluations negatively affected attitude but did not necessarily affect social, task, or physical attraction. The second experiment (N = 129) conceptually replicated the first experiment’s design in the context of an Instagram post. The results generally replicated those of the first study but additionally produced significant results on social attraction. Providing an evaluation caused significant changes in the receivers’ perception of attitude and social attraction, with the direction of change corresponding with the valence of the evaluations given to the target.

Exploring the Associations Between Early Maladaptive Schemas and Interpersonal Attraction: A Cross-Sectional Study Among Lebanese Female University Students

Interpersonal functioning is impacted by various schemas; early maladaptive schemas (EMSs) can negatively impact interpersonal relationships in adults, yet no prior research has explored the link between EMSs and interpersonal attraction. To address this gap, we conducted a cross-sectional study among Lebanese female university students using an online questionnaire. We also controlled for common mental health issues such as depression, anxiety, and stress. Our study, implemented across ten university campuses and with a sample of 662 cisgender and heterosexual female students, revealed significant associations between EMSs and different forms of interpersonal attraction. Specifically, punitiveness was found to increase the likelihood of high task attraction, while enmeshment was associated with higher social attraction. In contrast, none of the early maladaptive schemas were significantly associated with physical attraction. Our findings emphasize the critical role of EMSs in shaping women’s interpersonal attraction and highlight the potential utility of schema therapy in promoting healthy human interactions. This study fills an important gap in the literature and sheds light on a previously unexplored aspect of human behavior that has implications for promoting women’s well-being in diverse settings.

Adapting to Another “New Normal”: The Pandemic’s Impact on Generation Z’s Team Dynamics

The role of teamwork in modern organizations is more crucial than ever. This research investigates whether the COVID-19 pandemic has permanently altered Generation Z’s perceptions and behavior on team projects. A study of graduating seniors at a Southeastern university found decreased team conflicts during and after the pandemic compared to pre-pandemic levels. Task attractiveness and interpersonal cohesiveness declined during COVID-19 but rebounded post-pandemic, though not to pre-pandemic levels. These findings have implications for educational programs, workforce development, and organizational practices aimed at supporting Generation Z’s success and well-being as they transition into their careers.

Emotional banking with a digital avatar: A PLS-SEM based study based on para-social relationship theory

Purpose: The major objective of this study is to measure the impact of various attributes, such as social attraction, physical attraction, and task attraction on para-social relationships. The study also seeks to measure how the para-social relationship mediates the association between the three attributes (above-mentioned) on perceived credibility and informational influence, and consumers’ intention to purchase banking products. Study design/methodology: PLS-SEM has been used as it is believed to be most suited for the study due to the multivariate non-normality in the data, and the small sample size. Data has been collected using the 5-point Likert scale from approximately 151 respondents, who were selected using the non-random sampling method based on purposive sampling coupled with convenience-based sampling. The data was collected from January 2023 to August 2023. Findings: Largely, the findings reveal that both social and physical attractions do have a positive impact on the para-social relationship, further leading to perceived credibility and informational influence. Notably, this perceived credibility and informational influence lead to consumers’ intentions to purchase banking products, albeit with the use of artificial intelligence-based chatbots and digital assistants. Originality: This is possibly among the first-ever studies extending the para-social theory for purchasing banking products and services using artificial intelligence-based chatbots and virtual assistants.

Bentuk Interaksi Parasosial pada Penggemar K-Pop Melalui Media Sosial X

The Korean wave has become very popular, especially in the field of music often referred to as “Korean pop” or “K-pop”, which is a fusion of various popular music genres from South Korea. With the internet and social media being easily accessible, K-pop in Indonesia is growing very fast. This research looks at the phenomenon of fan behavior towards their idols on social media, which leads to parasocial interactions because the ease of social media makes fans feel close to their idols. In parasocial interaction, a person acts towards media figures as if they are where they are. Parasocial interaction has forms including task attraction, identification attraction, and romantic attraction. Therefore, the purpose of this study is to find out how the form of parasocial interactions carried out by K-pop fans on X social media. This research uses a descriptive methodology that uses interviews and observations to collect data. The results showed that all informants actively engage in parasocial interactions with their idol, NCT, through social media X. This shows that the type of parasocial interaction that K-pop fans do on social media X. This shows that the types of parasocial interactions that occur in NCT fans through social media X are task attraction, identification attraction, and romantic attraction.

Examining perceptions and outcomes of AI versus human course assistant discussions in the online classroom

ABSTRACT As technologies such as artificial intelligence (AI) and other forms of machine communication become more popular and readily available, the opportunities for use in an online class increase. This replication and extension sought to understand and test the use of AI versus human communication in an online learning space—specifically the learning management system (LMS) discussion board. More specifically, the differences in student perceptions and outcomes between those with a human course assistant and those assigned to an AI course assistant were examined. These perceptions were studied through the presence and absence of the identity heuristic and helper heuristic as outlined in previous literature. The study employed a four-condition randomized quasiexperimental design. Outcomes of interest included credibility, task attraction, social attraction, computer-mediated competence, student communication satisfaction, affect toward instructor, and affect toward taking classes with the instructor. Findings supported previous work regarding importance of helper heuristics and highlighted the preference for a human over AI/machine educational agent.

Structural Modeling of the Relationships Between Personal Attractiveness, Interpersonal Relationships, and Relationship Satisfaction Among Both Sexes of Saudis in the City of Makkah

The study aimed to reveal statistically significant differences in personal attractiveness, interpersonal relationships, and relationship satisfaction among both sexes in Mecca according to the gender variable, and to determine the optimal model for the relationship between personal attractiveness variables, interpersonal relationships, and relationship satisfaction among married couples (male-female) in Mecca. The research sample of 270 Saudis was selected in a stratified random manner. The descriptive approach, both its correlational and analytical aspects, was used. The results of the research showed that there were differences between the sexes on the personal attractiveness scale, the interpersonal relations scale, and the relationship satisfaction scale in favor of males. While there are no differences between the sexes on the two dimensions of personal attractiveness (social attractiveness - task attractiveness), there are also no differences between the sexes in the measure of interpersonal relations on the two dimensions (self-disclosure - kindness). A number of matching indicators were also extracted, where the values reflect... Approaching 1 or more than 0.90 for each of the indicators (NFI, GFI, CFI, TLI, AGFI) is good evidence of the extent to which the data matches the default model. The results showed that the fit indicators did not fall into the ideal range, so the Modification Indices were referred to (Modification indicators) provided by AMOS software to improve the virtual model.

EMPLOYER BRANDING AND APPLICATION INTENTIONS: EVIDENCE FROM GENERATION Z IN VIETNAMESE HOSPITALITY

In Vietnam, hospitality is growing strongly and contributing to economic growth, especially after being stagnant due to the COVID-19 pandemic. Recently, this business sector has encountered a shortage of human resources. Based on the person-organization fit theory, this study investigates how employer branding shapes Generation Z's desire to pursue employment in hospitality. The author used the quantitative method with data collected from 554 Gen Zers in Vietnam. SPSS 27 was employed to analyze the data. The findings indicated that payment attractiveness, employer reputation, working environment, and task attractiveness positively influence Gen Z’s application intention. The result advocates an idea that investment in employer branding will attract young candidates, especially Gen Z workers. This recruitment strategy helps businesses in hospitality overcome human resources shortages and appear more competitive in the labor market.

Tidying Up Attitudes, Queer Eye Style

Abstract: The parasocial contact hypotheses (PCH) posits that mediated contact with social outgroups can result in more positive attitudes. The present study includes Asian women as a specific identity group that has yet to be studied in the context of PCH. It also includes gay men as a comparison group for the same processes. Participants ( n = 241) were exposed in a two-condition experiment to either Queer Eye (2018 version; gay men as target group) or Tidying Up With Marie Kondo (Asian women as target group). Only social attraction significantly mediated the relationship between exposure to Queer Eye and attitudes toward gay men. Attitudes toward Asian women were measured with positive and negative subscales; social and task attraction significantly mediated a reduction in negative attitudes. Uncertainty reduction had an ambivalence effect; it mediated increases in both positive and negative attitudes. These results support the general hypothesis of PCH, with mixed effects.

Trust in service robot: the role of appearance anthropomorphism

ABSTRACT An increasing number of hotels and restaurants are using service robots as front-line employees, yet the lack of consumer trust in service robots affects the service experience. To enhance trust, companies have added anthropomorphism designs for service robots. This study investigated the effects of service robot anthropomorphism on trust and psychological mechanisms of trust in service robot. This study conducted three scenario-based experiments to explore the mechanisms of the service robot appearance anthropomorphism effect on trust. The results show that consumers are more likely to trust service robots with a higher degree of appearance anthropomorphism. The anthropomorphism appearance of service robots affects consumers’ perceived interpersonal attraction, including physical attraction, task attraction and social attraction, which in turn affects trust. In addition, consumers’ technology readiness moderates the effect of service robot anthropomorphism on interpersonal attraction. This paper develops research on consumer trust in service robots, and provides guidance for marketing practices of service robots.

Perceived Attractiveness of Sexualized Versus Non-sexualized Females on Online Dating Apps

Sexualization on social media has become a popular and noteworthy trend. While some scholars have examined the influence of sexualization on ratings of others attractiveness, previous research has not included direct comparisons between genders, and most studies focused on Western contexts. Therefore, this study investigates the perceived attractiveness of sexualized versus non-sexualized females on online dating apps in China. A total of 218 participants, including 104 males and 114 females aged 18-30 were recruited to complete the online questionnaire and evaluate the attractiveness of either the sexualized or non-sexualized female profile owners. The results indicated certain negative impacts of sexualization on others attractiveness ratings. Both males and females evaluated sexualized female profile owners as possessing less task attractiveness, and males also rated them less socially and physically attractive. However, the gender disparity signifies that women may adopt a sexualized image as an ideal self, intensifying self-objectification and causing negative effects.

Why does Gen Z watch virtual streaming VTube anime videos with avatars on Twitch?

Abstract Purpose Live streaming has become an increasingly popular media, which allows individuals to record and broadcast simultaneously on the internet. Streamers, individuals who conduct live streaming videos, create diverse media content on live streaming video platforms. Most streamers show up with their real-person appearances via live streaming. However, Virtual YouTubers, known as VTubers, use avatars to conduct live streaming. In recent years, Twitch has become one of the most well-known video live streaming services for VTubers. This study aims to explore attractiveness between the viewer and VTuber through parasocial interactions, and the influence that attractiveness might have on actual mediated interactions between viewers and the VTuber. Design/methodology/approach A questionnaire was conducted to study the attractiveness of VTubers’ live streaming and viewers’ engagement with VTubers. Findings Parasocial interactions can be a factor drawing viewers to watch VTubers’ live streaming. Physical attractiveness, social attractiveness, and task attractiveness play important roles in influencing viewers’ choices on specific VTuber’s live streaming and further social interactions with them. To be more specific, the interactions with VTubers, the content of live streaming, the personality of VTubers, and the visual design of the VTubers’ avatars are important factors that attract respondents to watch live streaming. Additionally, the findings show the pattern of viewers’ interactions with VTubers. Active viewers typically leave comments to be acknowledged by VTubers and further reactions. Passive viewers are influenced by time, language barrier, character, and emotional health. Practical implications VTubers and the platform are given suggestions on how to design and improve live streams and help VTubers to promote to attract viewers. Social implications It introduces VTubing as a subculture and shows how viewers consume VTubers’ live streaming. Originality/value This is the first study to explore the roles of attractiveness on viewers selecting and engaging with VTubers’ live streaming. It illustrates the importance of companionship, avatars, and the personality of VTubers in influencing viewers’ willingness to watch live streaming.

Hijab and enclothed cognition: The effect of hijab on interpersonal attitudes in a homogenous Muslim-majority context

Stereotyping and discrimination against hijab-wearing women have been studied extensively in many Western countries, which are home to Muslim diasporas. However, there is a paucity of research on Muslim-majority countries. The purpose of this study is to address this gap and explore interpersonal attitudes toward both hijab-wearing and non-hijab-wearing women, in Pakistan, a Muslim Majority country. In this paper, we used the presence or absence of hijab as the independent variable, and measured competence and warmth using items from the Stereotype Content Model (SCM), as well as social and task attraction using items from the Interpersonal Attraction Scale (IAS) as dependent variables. Study 1 included 352 undergraduate students, while Study 2 involved 151 human resource professionals. The findings from both studies were consistent in suggesting that participants had a higher attribution of competence, warmth, and social and task attraction toward the hijab-wearing women compared to the non-hijab-wearing women. Conversely, participants in the non-hijab condition attributed lower levels of warmth, competence, and social and task attraction. We interpret these findings such that in a homogeneous society, individuals who strongly identify with and internalize Muslim culture, and exhibit a preference for their own cultural and religious values (cultural endogamy), attribute higher levels of competence, warmth, social attraction, and task attraction to the protagonist who wears hijab. This research has implications for employment opportunities and attitudes toward women in the workplace in Muslim-majority countries, both for hijabis (women who wear a headscarf) and non-hijabis (women who do not wear hijab).

The Influence of Internet Celebrities’ Expertise and Attraction on Residents’ Intention to Purchase Household Energy-Saving Products in the Context of an Online Community

In the past few years, internet celebrities have become a new and important way to get people to buy energy-saving products. Their psychological mechanisms for promoting fans’ intention to purchase have become the focus of academic attention, but a unified conclusion has yet to be reached. This study uses online communities as a scenario, with the characteristics of influencers’ expertise, social attraction, and task attraction as antecedent variables and social cognitive theory and parasocial interaction theory as the theoretical basis to explore their influence on fans’ intention to purchase household energy-saving products. The study investigates the mediating role of parasocial relationships and the moderating role of fans’ green self-efficacy in influencing internet celebrities’ expertise and attraction of fans’ parasocial relationships. The results showed that the parasocial relationships formed between fans and influencers mediated the relationship between the expertise and attraction of influencers and fans’ intention to purchase energy-saving products and that “green self-efficacy” positively moderated the parasocial relationships formed between fans and internet celebrities in terms of their expertise and task attraction. The moderating effect of “green self-efficacy” on the parasocial relationships between fans and internet celebrities was insignificant.

Extending the understanding of online discussions: a replication of online students’ perceptions of identity and helper heuristics

ABSTRACT Previous research applied an affordance approach to the literature in instruction and pedagogy. Because of the continued trend in online instruction and course management, there exists a need to study the impact of technological affordances and communication in learning management systems. The current study replicates and extends research investigating the responses of undergraduate students to discussion comments on a course management page, in which the presence or absence of peer identity and the helper heuristic of fellow students were manipulated. Results suggest that the act of being helpful (through the helper heuristic) positively impacted source credibility, perceptions of an assignment-related message, and computer-mediated competence. Findings for student rapport and task attraction did not replicate. Furthermore, identity cues continue to be unrelated to the variables of interest. Findings are discussed in terms of both theoretical and instructional relevance.

The Impact of Fitness Influencers on a Social Media Platform on Exercise Intention during the COVID-19 Pandemic: The Role of Parasocial Relationships.

In the context of COVID-19 pandemic lockdowns, fitness influencers on social media are greatly involved in people's home fitness processes, but there is limited research examining the role of fitness influencers on social media in exercise intention. This study aimed to explore whether people's perceptions of the personal attributes and content quality of fitness influencers can promote a strong emotional connection between the two, thereby influencing people's exercise intentions. Based on the theory of the parasocial relationship, we investigated the influence of social attractiveness (SA), physical attractiveness (PA), task attractiveness (TA), and content quality (CQ) of fitness influencers on the parasocial relationships (PSRs) between viewers and fitness influencers on social media and whether PSRs positively contribute to viewers' exercise intentions (EI). The results revealed that SA, PA, TA, and CQ have positive influences on PSRs and CQ; PSRs directly contribute to EI; and PSRs have a mediating effect between EI and CQ. This study provides new insights into understanding the relationship between fitness influencers and people's online fitness behaviors.

EFFECT OF EMPLOYER BRANDING AND PRESTIGE ON INTENTION TO APPLY IN THE TOP 5 E-COMMERCE IN INDONESIA

Employer branding is the image and reputation of the organization as an ideal place to work. The purpose of this study was to determine the effect of the employer's brand strategy on the intention to apply for jobs in the top five e-commerce in Indonesia. This research was conducted on students at seven universities in Jakarta representing the second-level regions of DKI Jaya. The sampling method used probability sampling with cluster sampling. Data was collected by distributing questionnaires. This type of research is quantitative and uses the SmartPLS 3.0 program. The results showed that publicity had a significant effect on the work environment, task attractiveness, and pay attractiveness, publicity had no significant effect on career opportunities, WOM had a significant effect on the work environment, task attractiveness, and pay attractiveness, advertising had a significant effect on the work environment. and career opportunities, advertisements have no significant effect on task attractiveness and pay attractiveness, work environment, pay attractiveness, career opportunities, and prestige have a significant effect on intentions to apply for work, while task attractiveness does not significantly affect intentions to apply for work. Overall, the employer's brand strategy and prestige influence job application intentions.

Promotors or inhibitors? Role of task type on the effect of humanoid service robots on consumers’ use intention

ABSTRACT Despite the pervasiveness of service robots in hospitality industry, it is unclear how highly human-like service robots elicit aversive effect on consumers’ use intention in addition to discomfort and when the aversive effect can be mitigated. Three experimental studies were conducted, showing that highly human-like service robots elicit greater consumer discomfort and decrease task attraction toward robots, in turn weakening consumers’ use interaction. Moreover, this research identified that emotional-social tasks (vs. mechanical tasks) mitigated the aversive effects of highly human-like service robots on consumers’ responses. The research extends the uncanny valley and mind perception theories and offers some guidelines for employing service robots with different degree of anthropomorphism.

Assessing the impact of visualization media on engagement in an active learning environment

The growing adoption of active learning pedagogical methods has shown significant positive effects in higher education as they promote students' engagement and meeting of learning outcomes. Similarly, problem-based learning and media-based learning allow instructors to model educational experiences that prepare students with knowledge and skills necessary for the real world. In this study, the authors wanted to investigate the impact of a group problem-based learning activity using visualization media on students' learning motivation in a mathematics course. In this activity, students were grouped and asked to solve volumes of revolution calculus problems while being either in a traditional classroom or in a classroom equipped with a large-scale visualization display system. The authors assessed the students' self-efficacy, effort regulation, perceived usefulness, task attraction, and user experience after participating in the activity. The authors found a significant difference in students' self-efficacy and task attraction based on the results' analysis. The authors did not find a significant difference in students' effort regulation and perceived usefulness. The students did report a significantly positive experience while using the large-scale visualization display system. The analysis illustrated a medium to large effect size of the results' statistical significance. This study supports future instructors and researchers in designing and developing impactful pedagogical active learning experiences.

Technology Attractiveness and Its Impact on MOOC Continuance Intention

Massive Online Open Course (MOOC) is a web-based interactive online learning medium that allows users to take its courses and get completion certificates. The number of MOOC users does not run straight with the total rate of course completion. This is due to various user reasons, such as just to search for specific materials or sources without completing the course. Until now, there are still few studies that discuss the continuance intention to use MOOC. Thus, this study aims to evaluate a user’s desire to keep learning using MOOC in zenius.net with a combination of technology attractiveness theory and expectation confirmation model. A quantitative study was conducted by distributing questionnaires to 164 respondents. The result shows that a user's desire to keep learning through MOOC was directly influenced by the level of user satisfaction. User satisfaction is directly affected by perceived benefits as well as the user's evaluation of his or her expectations on MOOC. The benefits felt by users are directly affected by Task Attractiveness and the user's evaluation of his or her expectations on MOOC. While the user's evaluation of his expectations on MOOC is directly influenced by the three factors of Technology Attractiveness, namely Task Attractiveness, Social Attractive-ness, and Physical Attractiveness.