How Chatbot Language Shapes Consumer Perceptions: The Role of Concreteness and Shared Competence

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2023-07-02 DOI:10.1177/10949968231177618
Jano Jiménez-Barreto, Natalia Rubio, S. Molinillo
{"title":"How Chatbot Language Shapes Consumer Perceptions: The Role of Concreteness and Shared Competence","authors":"Jano Jiménez-Barreto, Natalia Rubio, S. Molinillo","doi":"10.1177/10949968231177618","DOIUrl":null,"url":null,"abstract":"In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), the authors investigate how chatbots’ language concreteness—the specificity of words used during interactions with consumers—can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings reveal a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer–chatbot interactions. For practitioners, the authors outline conversational designs that could help optimize implementation of chatbots in customer service.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"380 - 399"},"PeriodicalIF":6.8000,"publicationDate":"2023-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968231177618","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1

Abstract

In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), the authors investigate how chatbots’ language concreteness—the specificity of words used during interactions with consumers—can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings reveal a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer–chatbot interactions. For practitioners, the authors outline conversational designs that could help optimize implementation of chatbots in customer service.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
聊天机器人语言如何塑造消费者感知:具体和共享能力的作用
在服务环境中,聊天机器人经常与不合格的护理、去人情化和语言误解联系在一起。利用装配理论(即,检查异质部件如何通过持续的相互作用,创造出一个具有部件本身不具备的新能力的新兴整体),作者研究了聊天机器人的语言具体性——与消费者互动时使用的单词的特殊性——如何帮助提高满意度,使用聊天机器人的意愿,以及感知的购物效率。通过三个实验,研究结果揭示了一种由具体的聊天机器人语言驱动的心理机制,这种机制使聊天机器人看起来很有能力,并增强了消费者的自我能力,从而提高了满意度、使用聊天机器人的意愿,以及感知到的购物效率。这种结果模式通过提供聊天机器人语言具体性对消费者-聊天机器人交互影响的证据,有助于消费者行为。对于从业者,作者概述了会话设计,可以帮助优化聊天机器人在客户服务中的实现。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
期刊最新文献
When Post Hoc Explanation Knocks: Consumer Responses to Explainable AI Recommendations The Effects of Comparative Reviews on Product Sales Examining the Impact of Sponsored Search Results on Choice: An Anchoring Perspective The Power of AI-Generated Voices: How Digital Vocal Tract Length Shapes Product Congruency and Ad Performance Acknowledgments
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1