有趣还是热情:会话风格如何提高客户参与度

IF 11 1区 管理学 Q1 BUSINESS
Debashree Roy Bhattacharjee , Abhisek Kuanr , Debasis Pradhan , Tapas Ranjan Moharana
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引用次数: 0

摘要

这项研究提出并表明,在预订酒店房间时,有趣的对话风格比聊天机器人传统的热情对话风格更能吸引游客。此外,成功的技术采用需要企业了解文化因素的影响。具体来说,理解个人主义(一个关键的文化因素)如何塑造聊天机器人对话风格的有效性,对于提高游客参与度非常重要。我们的研究结果通过两项研究,结合了在线调查(研究1,n = 241)和随机受试者之间的实验(研究2,n = 113),表明游客的个人主义是聊天机器人对话风格和参与度之间关系的边界条件。此外,研究结果表明,有趣的聊天机器人对话风格通过消费者解放感和享乐参与的潜在机制增加了客户参与度。我们的研究为乐趣的心理学理论和与客户参与相关的文献做出了贡献。从实际的角度来看,这项研究为聊天机器人对话的有效性提供了有价值的见解,这些对话与游客预订酒店房间时的需求产生了共鸣。营销公司应该部署有趣的聊天机器人,通过愉快的体验激发客户的注意力、兴趣、兴奋和好奇心,以促进客户参与。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Fun or warm: How conversational style boosts customer engagement
This research proposes and shows that a fun conversational style fosters greater tourist engagement than chatbots' traditional warm conversational style in a hotel room booking context. Furthermore, successful technology adoption requires businesses to understand the influence of cultural factors. Specifically, comprehending how individualism, a key cultural factor, shapes the effectiveness of chatbot conversation styles is important to enhance tourist engagement. Our findings, across two studies employing a combination of online surveys (Study 1, n = 241) and a randomised between-subject experiment (Study 2, n = 113), demonstrate that tourists' individualism serves as a boundary condition for the relationship between chatbot conversation styles and engagement. Additionally, results show that a fun chatbot conversation style increases customer engagement through underlying mechanisms of consumer's sense of liberation and hedonic involvement. Our research contributes to the psychological theory of fun and literature related to customer engagement. From a practical standpoint, this research offers valuable insights into the effectiveness of chatbot conversations that resonate with the needs of tourists while booking a hotel room. Marketing firms should deploy fun chatbots that stimulate customers' attention, interest, arousal, and curiosity through enjoyable experiences to foster customer engagement.
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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