The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-01-02 DOI:10.1080/15332861.2020.1863022
M. Han
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引用次数: 64

Abstract

Abstract Numerous businesses have employed chatbots with a human-like speaking ability to assist customers with online shopping and customer service; however, it is uncertain whether or not these efforts will pay off by consumers engaging with them. Would young, digital-native consumers use chatbots as we anticipated? If so, what would make them use chatbots? Academic investigations into consumers’ perceptions and acceptance of chatbot commerce are lacking. This research tries to address this question by examining the effect of anthropomorphism on consumers’ perceptions of mobile messenger chatbots and its impact on behavioral decision making. The findings confirm that anthropomorphism plays a positive role in shaping consumers’ intentions to purchase through chatbot commerce.
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聊天机器人商务中拟人化对消费者购买决策的影响
摘要许多企业都使用了具有类似人类语言能力的聊天机器人来帮助客户进行在线购物和客户服务;然而,目前尚不确定这些努力是否会得到消费者参与的回报。年轻的数字原生消费者会像我们预期的那样使用聊天机器人吗?如果是这样,是什么让他们使用聊天机器人?缺乏对消费者对聊天机器人商业的认知和接受程度的学术调查。本研究试图通过检验拟人化对消费者对移动信使聊天机器人感知的影响及其对行为决策的影响来解决这个问题。研究结果证实,拟人化在塑造消费者通过聊天机器人商业进行购买的意愿方面发挥了积极作用。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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