时尚行业中人工智能驱动的数字解决方案:基于人工智能的客户服务的混合方法研究

Ju-Young M. Kang, Dooyoung Choi
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引用次数: 0

摘要

人工智能聊天机器人应用程序与社交媒体信使的使用旨在塑造“线上到线下”的聊天购物方式。使用顺序混合方法,我们研究了人工智能聊天机器人的客户体验、使用和满意度,以及客户对基于人工智能的客户服务质量的看法对良好的客户体验、品牌忠诚度和购买忠诚度的影响。25位在线购物者参与了我们的定性研究,我们使用主题分析对其进行了分析。随后,我们采用结构方程模型对423名在线购物者进行了定量研究。我们发现,寻求即时响应、实时信息、快速导航和交易以及有用的建议和建议是人工智能聊天机器人的用途和满足。此外,客户对人工智能聊天机器人的同理心和自动响应的感知是人工智能客户服务的积极客户体验的决定因素。良好的人工智能聊天机器人客户体验影响品牌忠诚度,进而影响购买忠诚度。关键词:人工智能、聊天、忠诚度、服务质量、使用和满足披露声明作者未报告潜在利益冲突。本研究得到了美国农业部国家粮食与农业研究所哈奇项目[HAW03536-H]的支持,该项目由夏威夷大学马诺阿分校热带农业与人力资源学院管理[拨款号:HAW03536-H]。
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Artificial intelligence-powered digital solutions in the fashion industry: a mixed-methods study on AI-based customer services
ABSTRACTThe use of AI chatbot applications with social media messengers aims to shape the ‘online to offline' approach to chat-based purchases. Using a sequential mixed-methods approach, we examined customer experiences with and the uses and gratifications of AI chatbots, and the influence of customers' perceptions of service quality in AI-based customer services on favourable customer experiences, brand loyalty and purchase loyalty. Twenty-five online shoppers participated in our qualitative study, which was analysed using a thematic analysis. Subsequently, our quantitative study involving 423 online shoppers employed structural equation modelling. We identified that seeking an instant response, real-time information, fast navigation and transactions and useful advice and suggestions were the uses and gratifications of AI chatbots. Furthermore, customers’ perceptions of empathy and automated responsiveness in AI chatbots were determinants of positive customer experiences with AI-based customer services. Favourable customer experiences with AI chatbots affected brand loyalty, which in turn influenced purchase loyalty.KEYWORDS: Artificial intelligencechatbotsloyaltyservice qualityuses and gratifications Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by USDA National Institute of Food and Agriculture, Hatch project [HAW03536-H], managed by the College of Tropical Agriculture and Human Resources at the University of Hawai‘i at Manoa [grant number: HAW03536-H].
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来源期刊
International Journal of Fashion Design, Technology and Education
International Journal of Fashion Design, Technology and Education Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.10
自引率
0.00%
发文量
36
期刊最新文献
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