了解用户对公开与非公开客户服务聊天机器人的反应：一项混合方法研究

IF 2.9 Q2 COMPUTER SCIENCE, ARTIFICIAL INTELLIGENCE

AI & Society Pub Date : 2024-01-05 DOI:10.1007/s00146-023-01818-7

Margot J. van der Goot, Nathalie Koubayová, Eva A. van Reijmersdal

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引用次数: 0

摘要

由于自然语言处理（NLP）和机器学习的巨大进步，聊天机器人在客户服务领域越来越重要。对于用户来说，可能很难区分他们是在与人交流还是在与聊天机器人交流。这带来了伦理问题，因为用户有权知道他们正在与谁或什么进行交互（欧盟委员会在人工智能监管框架提案中）。https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai, 2022)。解决方案之一是在交互开始时包含一个披露（例如，“这是一个聊天机器人”）。然而，公司不愿意使用披露，因为消费者可能会认为人工代理比人类同行更缺乏知识和同理心（Luo等人在《市场科学》38(6):937-947,2019）。目前的混合方法研究，结合定性访谈（n = 8）和定量实验（n = 194），深入研究了用户对公开和未公开的客户服务聊天机器人的反应，重点关注来源取向、拟人化和社会存在。定性访谈显示，对用户来说，重要的是帮助客户的意愿和友好的语气，而不是客户服务代表的人为地位。实验没有显示出披露（与未披露）的显著影响。对研究、立法者和企业的影响进行了讨论。

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Understanding users’ responses to disclosed vs. undisclosed customer service chatbots: a mixed methods study

Due to huge advancements in natural language processing (NLP) and machine learning, chatbots are gaining significance in the field of customer service. For users, it may be hard to distinguish whether they are communicating with a human or a chatbot. This brings ethical issues, as users have the right to know who or what they are interacting with (European Commission in Regulatory framework proposal on artificial intelligence. https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai, 2022). One of the solutions is to include a disclosure at the start of the interaction (e.g., “this is a chatbot”). However, companies are reluctant to use disclosures, as consumers may perceive artificial agents as less knowledgeable and empathetic than their human counterparts (Luo et al. in Market Sci 38(6):937–947, 2019). The current mixed methods study, combining qualitative interviews (n = 8) and a quantitative experiment (n = 194), delves into users’ responses to a disclosed vs. undisclosed customer service chatbot, focusing on source orientation, anthropomorphism, and social presence. The qualitative interviews reveal that it is the willingness to help the customer and the friendly tone of voice that matters to the users, regardless of the artificial status of the customer care representative. The experiment did not show significant effects of the disclosure (vs. non-disclosure). Implications for research, legislators and businesses are discussed.

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来源期刊

AI & Society COMPUTER SCIENCE, ARTIFICIAL INTELLIGENCE-

CiteScore

8.00

自引率

20.00%

发文量

257

期刊介绍： AI & Society: Knowledge, Culture and Communication, is an International Journal publishing refereed scholarly articles, position papers, debates, short communications, and reviews of books and other publications. Established in 1987, the Journal focuses on societal issues including the design, use, management, and policy of information, communications and new media technologies, with a particular emphasis on cultural, social, cognitive, economic, ethical, and philosophical implications. AI & Society has a broad scope and is strongly interdisciplinary. We welcome contributions and participation from researchers and practitioners in a variety of fields including information technologies, humanities, social sciences, arts and sciences. This includes broader societal and cultural impacts, for example on governance, security, sustainability, identity, inclusion, working life, corporate and community welfare, and well-being of people. Co-authored articles from diverse disciplines are encouraged. AI & Society seeks to promote an understanding of the potential, transformative impacts and critical consequences of pervasive technology for societies. Technological innovations, including new sciences such as biotech, nanotech and neuroscience, offer a great potential for societies, but also pose existential risk. Rooted in the human-centred tradition of science and technology, the Journal acts as a catalyst, promoter and facilitator of engagement with diversity of voices and over-the-horizon issues of arts, science, technology and society. AI & Society expects that, in keeping with the ethos of the journal, submissions should provide a substantial and explicit argument on the societal dimension of research, particularly the benefits, impacts and implications for society. This may include factors such as trust, biases, privacy, reliability, responsibility, and competence of AI systems. Such arguments should be validated by critical comment on current research in this area. Curmudgeon Corner will retain its opinionated ethos. The journal is in three parts: a) full length scholarly articles; b) strategic ideas, critical reviews and reflections; c) Student Forum is for emerging researchers and new voices to communicate their ongoing research to the wider academic community, mentored by the Journal Advisory Board; Book Reviews and News; Curmudgeon Corner for the opinionated. Papers in the Original Section may include original papers, which are underpinned by theoretical, methodological, conceptual or philosophical foundations. The Open Forum Section may include strategic ideas, critical reviews and potential implications for society of current research. Network Research Section papers make substantial contributions to theoretical and methodological foundations within societal domains. These will be multi-authored papers that include a summary of the contribution of each author to the paper. Original, Open Forum and Network papers are peer reviewed. The Student Forum Section may include theoretical, methodological, and application orientations of ongoing research including case studies, as well as, contextual action research experiences. Papers in this section are normally single-authored and are also formally reviewed. Curmudgeon Corner is a short opinionated column on trends in technology, arts, science and society, commenting emphatically on issues of concern to the research community and wider society. Normal word length: Original and Network Articles 10k, Open Forum 8k, Student Forum 6k, Curmudgeon 1k. The exception to the co-author limit of Original and Open Forum (4), Network (10), Student (3) and Curmudgeon (2) articles will be considered for their special contributions. Please do not send your submissions by email but use the "Submit manuscript" button. NOTE TO AUTHORS: The Journal expects its authors to include, in their submissions: a) An acknowledgement of the pre-accept/pre-publication versions of their manuscripts on non-commercial and academic sites. b) Images: obtain permissions from the copyright holder/original sources. c) Formal permission from their ethics committees when conducting studies with people.