A meta-analysis of the effect of chatbot anthropomorphism on the customer journey

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2023-11-14 DOI:10.1108/mip-03-2023-0103
Cheng Yanxia, Zhu Shijia, Xiao Yuyang
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Abstract

Purpose Chatbots are increasingly engaged in service marketing. Some academics and managers think using anthropomorphism chatbots will improve positive attitudes and behaviors in the customer journey, but at a high degree of anthropomorphism, consumers may experience negative emotions such as fear and disgust due to the feeling that the robots resemble humans too much, which is known as the uncanny valley effect. Therefore, the authors aim to explore whether chatbot anthropomorphism will promote or limit the development of the customer journey and explore the moderating factors and the antecedent factors affecting consumers' perceptions of chatbot anthropomorphism. Design/methodology/approach The authors collected 72,782 unique data points from 42 articles and 82 samples using a meta-analysis. Based on the stimuli-organism-response (SOR) model, the impact of anthropomorphic chatbots on the consumer journey was discussed. Findings The authors’ findings show that chatbot anthropomorphism positively impacts the customer journey but not their negative attitudes. Further moderator analysis reveals that the impact depends on service result, chatbot gender and sample source. The chatbot anthropomorphism is significantly influenced by social presence cues, emotional message cues and mixed cues. Originality/value This research contributes to the chatbot anthropomorphism literature and offers guidance for managers on whether and how to enhance chatbot anthropomorphism to facilitate the customer journey and improve service sustainability.
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聊天机器人拟人化对客户旅程影响的荟萃分析
聊天机器人越来越多地参与到服务营销中。一些学者和管理者认为,使用拟人化聊天机器人可以改善客户旅程中的积极态度和行为,但在拟人化程度较高的情况下,消费者可能会因为觉得机器人太像人类而产生恐惧、厌恶等负面情绪,这就是所谓的恐怖谷效应。因此,作者旨在探讨聊天机器人拟人化是否会促进或限制客户旅程的发展,并探讨影响消费者对聊天机器人拟人化认知的调节因素和前因性因素。设计/方法/方法作者通过荟萃分析从42篇文章和82个样本中收集了72,782个独特的数据点。基于刺激-生物-反应(SOR)模型,讨论了拟人化聊天机器人对消费者旅程的影响。作者的研究结果表明,聊天机器人的拟人化对客户的旅程产生了积极的影响,但对他们的消极态度没有影响。进一步的调节分析表明,影响因素取决于服务结果、聊天机器人性别和样本来源。社交存在、情感信息和混合线索对聊天机器人的拟人化有显著影响。独创性/价值本研究对聊天机器人拟人化的文献有所贡献,并为管理者提供了是否以及如何增强聊天机器人拟人化以促进客户旅程和提高服务可持续性的指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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