Customer service chatbots: Anthropomorphism and adoption
Description
Firms are deploying chatbots to automate customer service. However, miscommunication is a frequent occurrence in human-chatbot interaction. This study investigates the relationship between miscommunication and adoption for customer service chatbots. Anthropomorphism is tested as an account for the relationship. Two experiments compare the perceived humanness and adoption scores for (a) an error-free chatbot, (b) a chatbot seeking clarification regarding a consumer input and (c) a chatbot which fails to discern context. The results suggest that unresolved errors are sufficient to reduce anthropomorphism and adoption intent. However, there is no perceptual difference between an error-free chatbot and one which seeks clarification. The ability to resolve miscommunication (clarification) appears as effective as avoiding it (error-free). Furthermore, the higher a consumer’s need for human interaction, the stronger the anthropomorphism - adoption relationship. Thus, anthropomorphic chatbots may satisfy the social desires of consumers high in need for human interaction.
Impact and interest:
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ID Code: | 199540 | ||||
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Item Type: | Contribution to Journal (Journal Article) | ||||
Refereed: | Yes | ||||
ORCID iD: |
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Measurements or Duration: | 11 pages | ||||
DOI: | 10.1016/j.jbusres.2020.04.030 | ||||
ISSN: | 0148-2963 | ||||
Pure ID: | 58569051 | ||||
Divisions: | Past > QUT Faculties & Divisions > QUT Business School Past > Institutes > Institute for Future Environments Current > Schools > School of Advertising, Marketing & Public Relations Current > Research Centres > Centre for Tropical Crops and Biocommodities |
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Copyright Owner: | 2020 Elsevier Inc. | ||||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
Deposited On: | 30 Apr 2020 01:21 | ||||
Last Modified: | 04 Aug 2024 14:41 |
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