AI-based chatbots in conversational commerce and their effects on product and price perceptions.

IF 7.1 3区 管理学 Q1 BUSINESS Electronic Markets Pub Date : 2023-01-01 Epub Date: 2023-05-24 DOI:10.1007/s12525-023-00633-8
Justina Sidlauskiene, Yannick Joye, Vilte Auruskeviciene
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Abstract

The rise of AI-based chatbots has gradually changed the way consumers shop. Natural language processing (NLP) technology and artificial intelligence (AI) are likely to accelerate this trend further. However, consumers still prefer to engage with humans and resist chatbots, which are often perceived as impersonal and lacking the human touch. While the predominant tendency is to make chatbots appear more humanlike, little is known about how anthropomorphic verbal design cues in chatbots influence perceived product personalization and willingness to pay a higher product price in conversational commerce contexts. In the current work, we set out to test this through one pre-test (N = 135) and two online experiments (N = 180 and 237). We find that anthropomorphism significantly and positively affects perceived product personalization, and that this effect is moderated by situational loneliness. Moreover, the results show that the interaction between anthropomorphism and situational loneliness has an impact on the willingness to pay a higher product price. The research findings can be used for future applications of AI-driven chatbots where there is a need to provide personalized and data-driven product recommendations.

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对话商务中基于人工智能的聊天机器人及其对产品和价格感知的影响。
基于人工智能的聊天机器人的兴起逐渐改变了消费者的购物方式。自然语言处理(NLP)技术和人工智能(AI)可能会进一步加速这一趋势。然而,消费者仍然更喜欢与人类互动,抵制聊天机器人,因为聊天机器人通常被认为是非个人的,缺乏人性。虽然主要趋势是让聊天机器人看起来更人性化,但人们对聊天机器人中拟人化的语言设计线索如何影响感知到的产品个性化以及在对话商务环境中支付更高产品价格的意愿知之甚少。在目前的工作中,我们开始通过一个预测试(N = 135)和两个在线实验(N = 180和237)。我们发现,拟人化显著且积极地影响感知到的产品个性化,并且这种影响受到情境孤独的调节。此外,研究结果表明,拟人化和情境孤独之间的互动对支付更高产品价格的意愿有影响。研究结果可用于人工智能驱动的聊天机器人的未来应用,这些应用需要提供个性化和数据驱动的产品推荐。
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来源期刊
Electronic Markets
Electronic Markets Multiple-
CiteScore
14.80
自引率
15.30%
发文量
85
期刊介绍: Electronic Markets (EM) stands as a premier academic journal providing a dynamic platform for research into various forms of networked business. Recognizing the pivotal role of information and communication technology (ICT), EM delves into how ICT transforms the interactions between organizations and customers across diverse domains such as social networks, electronic commerce, supply chain management, and customer relationship management. Electronic markets, in essence, encompass the realms of networked business where multiple suppliers and customers engage in economic transactions within single or multiple tiers of economic value chains. This broad concept encompasses various forms, including allocation platforms with dynamic price discovery mechanisms, fostering atomistic relationships. Notable examples originate from financial markets (e.g., CBOT, XETRA) and energy markets (e.g., EEX, ICE). Join us in exploring the multifaceted landscape of electronic markets and their transformative impact on business interactions and dynamics.
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