人工智能时代的客户-品牌关系：理解聊天机器人营销工作的作用

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2021-06-03 DOI:10.1108/JPBM-05-2020-2907

Yang Cheng, Hua Jiang

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引用次数: 47

摘要

目的本研究旨在探索人工智能（AI）驱动的聊天机器人营销活动（CME）在建立品牌与其客户之间的关系中的作用，扩展关系营销与在线消费者行为意向之间的联系。设计/方法论/方法数据收集自美国1072名客户，他们使用了30个领先行业的聊天机器人营销活动。结构方程建模用于数据分析。结果表明，交互、信息、可访问性、娱乐和定制是CME的重要组成部分。CME对与聊天机器人代理的沟通质量有显著的直接影响，并间接影响客户-品牌关系（CBR）和客户反应。此外，研究结果表明，CBR在沟通质量和客户反应之间起着中介作用。原创性/价值本研究的意义可以使从业者了解人工智能对用户体验的影响，并为CME战略的制定和关系的建立提供指导。

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Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online consumer behavioral intentions. Design/methodology/approach Data are collected from 1,072 customers in the USA, who used chatbot marketing activities from any of 30 brands leading their industries in messaging innovation. Structural equation modeling is used for data analysis. Findings Results show that interaction, information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer–brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR mediates the association between communication quality and customer response. Originality/value Implications of this study can enable practitioners to understand the effects of AI on user experiences and provide a guide for the development of CMEs strategies and relationship building.

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.