ChatGPT 能否在危机公关中取代人类?以人工智能为媒介的危机公关对利益相关者满意度和责任归属的影响

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Yi Xiao , Shubin Yu
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引用次数: 0

摘要

想象一下,在这个世界上,聊天机器人将成为危机的第一响应者,高效地解决人们关心的问题并提供关键信息。ChatGPT 已经展示了由 GenAI(生成式人工智能)驱动的聊天机器人在部署后及时、经济高效地回答危机相关问题的能力,从而在危机沟通中取代人类。然而,公众对此类信息的反应仍是未知数。为了解决这个问题,本研究招募了参与者(N1 = 399、N2 = 189 和 N3 = 121),并进行了两次在线小故事实验和一次定性调查。结果表明,当组织未能处理危机相关请求时,利益相关者对提供指导(与调整)信息的聊天机器人表现出更高的满意度和更低的责任归因,因为他们认为聊天机器人更有能力。然而,当组织满足请求时,提供调整信息(相对于指导信息)的聊天机器人会带来更高的满意度和更低的责任归属,因为它们被认为更有能力。第二个实验涉及公共紧急危机场景,结果显示,无论提供的信息是什么(指导或调整),利益相关者都会对高能力(相对于低能力)聊天机器人表现出更高的满意度和积极态度。定性研究进一步证实了实验结果,并为改进危机聊天机器人提供了启示。这些研究结果将情境危机沟通理论扩展到了非人类接触点,并通过机器启发式的视角为在危机沟通中使用聊天机器人提供了更深入的理解,从而为相关文献做出了贡献。本研究还为企业提供了实用指导,使其能够在危机管理中根据情境战略性地整合聊天机器人和人工代理。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Can ChatGPT replace humans in crisis communication? The effects of AI-mediated crisis communication on stakeholder satisfaction and responsibility attribution

Imagine a world where chatbots are the first responders to crises, efficiently addressing concerns and providing crucial information. ChatGPT has demonstrated the capability of GenAI (Generative Artificial Intelligence)-powered chatbots when deployed to answer crisis-related questions in a timely and cost-efficient manner, thus replacing humans in crisis communication. However, public reactions to such messages remain unknown. To address this problem, this study recruited participants (N1 = 399, N2 = 189, and N3 = 121) and conducted two online vignette experiments and a qualitative survey. The results suggest that, when organizations fail to handle crisis-related requests, stakeholders exhibit higher satisfaction and lower responsibility attribution to chatbots providing instructing (vs. adjusting) information, as they are perceived to be more competent. However, when organizations satisfy requests, chatbots that provide adjusting (vs. instructing information) lead to higher satisfaction and lower responsibility attribution due to higher perceived competence. The second experiment involving a public emergency crisis scenario reveals that, regardless of the information provided (instructing or adjusting), stakeholders exhibit greater satisfaction and positive attitudes toward high-competence (vs. low-competence) chatbots. The qualitative study further confirms the experimental findings and offers insights to improve crisis chatbots. These findings contribute to the literature by extending situational crisis communication theory to nonhuman touchpoints and providing a deeper understanding of using chatbots in crisis communication through the lens of machine heuristics. The study also offers practical guidance for organizations to strategically integrate chatbots and human agents in crisis management based on context.

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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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