Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality

IF 12.9 1区管理学 Q1 BUSINESS

Technological Forecasting and Social Change Pub Date : 2024-10-17 DOI:10.1016/j.techfore.2024.123806

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引用次数: 0

Abstract

This study investigates the role of chatbot communication style (task vs. social oriented), task complexity (high vs. low), brand personality (sophisticated vs. sincere), and anthropomorphism on consumer trust and chatbot usage intention. Data is collected through three experiments conducted among US respondents (N = 328, 200, and 336). The results offer mixed insights as only one experiment supports that task complexity moderates the effect of communication style on trust, such that, task-oriented communication style of the chatbot leads to higher trust under high task complexity conditions. No significant differences in the moderating effect of task complexity on the relationship between communication style and trust is observed between sincere and sophisticated brands. Consistent across the three studies, it is observed that perceived anthropomorphism mediates the effect of communication style on trust which, in turn, affects intention to use the chatbot. The study contributes to literature on AI-enabled conversational agents, human computer interaction, anthropomorphism, and trust. Practically, the study offers insights for managers and service providers who wish to integrate chatbots and other AI enabled technology to enhance service delivery by providing efficient, cost-effective, and consistent support.

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研究聊天机器人在服务体验中的使用意向：任务复杂性、沟通风格和品牌个性的作用

本研究调查了聊天机器人沟通风格（任务导向与社交导向）、任务复杂度（高与低）、品牌个性（成熟与真诚）和拟人化对消费者信任和聊天机器人使用意向的影响。数据是通过在美国受访者中进行的三次实验收集的（N = 328、200 和 336）。实验结果喜忧参半，只有一项实验支持任务复杂性调节了交流方式对信任的影响，例如，在高任务复杂性条件下，聊天机器人以任务为导向的交流方式会带来更高的信任度。在任务复杂性对沟通风格与信任关系的调节作用方面，真诚品牌与复杂品牌之间没有明显差异。三项研究一致发现，感知拟人化在沟通风格对信任的影响中起中介作用，而信任反过来又会影响使用聊天机器人的意愿。本研究为有关人工智能对话代理、人机交互、拟人化和信任的文献做出了贡献。在实践中，这项研究为希望整合聊天机器人和其他人工智能技术的管理者和服务提供商提供了启示，他们可以通过提供高效、经济、一致的支持来增强服务交付。

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来源期刊

Technological Forecasting and Social Change Multiple-

CiteScore

21.30

自引率

10.80%

发文量

813

期刊介绍： Technological Forecasting and Social Change is a prominent platform for individuals engaged in the methodology and application of technological forecasting and future studies as planning tools, exploring the interconnectedness of social, environmental, and technological factors. In addition to serving as a key forum for these discussions, we offer numerous benefits for authors, including complimentary PDFs, a generous copyright policy, exclusive discounts on Elsevier publications, and more.