Chatbot or human? The impact of online customer service on consumers' purchase intentions

Chen, Shili; Li, Xin; Liu, Kecheng; Wang, Xuesong

doi:10.1002/mar.21862

Cited by 15 publications

(5 citation statements)

References 86 publications

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“…First, the study establishes that the purchase intention of a potential customer is encouraged by a satisfactory customer experience with chatbot usage. These results are consistent with previous studies which found that experience can be positively correlated with consumers' behavioral intentions, namely purchase intention (Bilal et al, 2024;Chen et al, 2023).…”

Section: Discussionsupporting

confidence: 93%

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Martínez Puertas,

Illescas Manzano,

Segovia López

et al. 2024

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Research background: Chatbots represent valuable technological tools that allow companies to improve customer experiences, meet their expectations in real time, and provide them with personalized assistance. They have contributed to the transformation of conventional customer service models into online solutions, offering accessibility and efficiency through their integration across various digital platforms. Nevertheless, the existing literature is limited in terms of exploring the potential of chatbots in business communication and studying their impact on the customer's response. Purpose of the article: The main objective of this study is to examine how consumers perceive chatbots as customer service devices. In particular, the paper aims to analyze the influence of the dimensions of “Information”, “Entertainment”, “Media Appeal”, “Social Presence” and “Risk for Privacy” on the “Customer Experience” and the latter on the “Purchase Intention”, under the consideration of the Uses and Gratifications Theory. Moderations due to Chatbot Usage Frequency for some of the relationships proposed are also analyzed. Methods: An empirical study was performed through a questionnaire to Spanish consumers. The statistical data analysis was conducted with R software through the lavaan package. To test the hypotheses from the conceptual model a structural equation modelling approach was adopted. Findings & value added: The results obtained identify the main characteristics of chatbots that can support brands to effectively develop their virtual assistants in order to manage their relational communication strategies and enhance their value proposal through the online customer journey. Findings demonstrate the contribution that chatbot dimensions make to the online consumer experience and its impact on the purchase intention, with the consideration of the moderating effect exercised by the user's level of experience (novice vs. experienced) with the use of chatbots. Regarding managerial implications, this research offers recommendations for e-commerce professionals to manage chatbots more effectively. The “Entertainment” and “Social Presence” dimensions can be operationalized at a visual (e.g., appearance of the avatar and text box, use of designs aligned with the website) and textual level (e.g., style and tone of voice, use of expressions typical of the target audience) to generate a feeling of proximity with the chatbot and facilitate its adoption. “Media Appeal” requires that the chatbot be easy to use, effective, and accessible, to facilitate its usability. Finally, mitigation of “Privacy Risk” concerns should be achieved by presenting an appropriate privacy policy and requesting permission for the use of customers’ private information.

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Section: Discussionsupporting

confidence: 93%

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Martínez Puertas,

Illescas Manzano,

Segovia López

et al. 2024

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“…The significance of AI chatbots in customer service and retention (Chen et al, 2021;S. Chen et al, 2023) also finds a counterpart in our study, where freelancers reported improved client satisfaction through AI-enhanced workflows.…”

Section: Discussionsupporting

confidence: 72%

“…Freelancers in our study cited efficiency and productivity gains as primary motivators for adopting AI chatbots, echoing findings by Abdallah et al (2023), who highlighted customer acceptance of AI chatbots in the banking sector, emphasizing efficiency in service delivery (Abdallah et al, 2023). Similarly, Chen, Le, and Florence (2021) and underscored AI chatbots' role in enhancing online customer experiences, aligning with freelancers' appreciation for AI in streamlining workflows and improving output quality (Chen et al, 2021;S. Chen et al, 2023).…”

Section: Discussionsupporting

confidence: 67%

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Experiences of Freelancers with AI and Chatbots

Eslami,

Hooshmandi

2023

aitechbesosci

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This study aims to explore the experiences of freelancers with AI chatbots, identifying the main drivers behind their adoption, the challenges faced during their integration, and the overall impact on work and personal perceptions. Employing a qualitative research design, this study conducted semi-structured interviews with 29 freelancers from various professional backgrounds. Thematic analysis was utilized to distill the data into meaningful themes and categories, providing insights into freelancers' interactions with AI chatbots. Five main themes were identified: Adoption Drivers, Technological Challenges, Impact on Work, Ethical and Social Issues, and Personal Experiences and Reflections. Key findings include the efficiency gains and improved quality of work as primary adoption drivers, significant technological challenges related to integration and reliability, and varied impacts on job opportunities and financial aspects. Ethical concerns, notably regarding privacy, security, and bias, were prevalent. Personal reflections revealed a spectrum of perceptions on AI chatbots, from optimism about future prospects to concerns over professional identity and work-life balance. Freelancers' experiences with AI chatbots are marked by a complex interplay of benefits and challenges. While AI chatbots offer potential for efficiency and competitive advantage, their integration is hampered by technological hurdles and ethical dilemmas. Addressing these challenges, while fostering an environment that supports continuous learning and adaptation, is crucial for leveraging AI chatbots' full potential in freelancing.

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“…Adding a different dimension to the discourse, Chen et al embarked on a journey to enhance the explanatory power of machine learning models in understanding consumer purchase behavior in search advertising [39]. They introduced a random forest model that factored in anchoring effects, which can sometimes bias rational consumer behavior.…”

Section: Consumer Behavior Clustermentioning

confidence: 99%

Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review

Ziakis,

Vlachopoulou

2023

Information

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Artificial intelligence (AI) has rapidly emerged as a transformative force in multiple sectors, with digital marketing being a prominent beneficiary. As AI technologies continue to advance, their potential to reshape the digital marketing landscape becomes ever more apparent, leading to profound implications for businesses and their digital outreach strategies. This research seeks to answer the pivotal question: “How could AI applications be leveraged to optimize digital marketing strategies”? Drawing from a systematic literature review guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this study has identified 211 pertinent articles. Through a comprehensive bibliometric analysis, the findings were categorized into distinct clusters, namely: AI/ML (Machine Learning) Algorithms, Social Media, Consumer Behavior, E-Commerce, Digital Advertising, Budget Optimization, and Competitive Strategies. Each cluster offers insights into how AI applications can be harnessed to augment digital marketing efforts. The conclusion synthesizes key findings and suggests avenues for future exploration in this dynamic intersection of AI and digital marketing. This research contributes to the field by providing a comprehensive bibliometric analysis of AI in digital marketing, identifying key trends, challenges, and future directions. Our systematic approach offers valuable insights for businesses and researchers alike, enhancing the understanding of AI’s evolving role in digital marketing strategies.

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Chatbot or human? The impact of online customer service on consumers' purchase intentions

Cited by 15 publications

References 86 publications

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Experiences of Freelancers with AI and Chatbots

Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review

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