How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use

Cheng, Yang; Jiang, Hua

doi:10.1080/08838151.2020.1834296

Cited by 212 publications

(121 citation statements)

References 46 publications

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“…In other words, participants who enjoyed using chatbots were more likely to have a positive customer experience but were not more likely to use them again. Cheng and Jiang [59] reported similar results. However, Uyar [57] found a relationship between perceived enjoyment and behavioral intention.…”

Section: Discussion Conclusion and Suggestionssupporting

confidence: 54%

The Effect of Customers’ Attitudes Towards Chatbots on their Experience and Behavioural Intention in Turkey

Gümüş¹,

Çark²

2021

Interdisciplinary Description of Complex Systems

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Chatbots are a recent technology that brands and companies adopt to provide 24/7 customer service. However, some customers have several concerns regarding technology, and therefore, prefer talking to humans rather than chatbots. Brands must improve their chatbots based on customer experience because customers satisfied with chatbots are more likely to use them to contact brands/companies. Therefore, this article investigated the effect of perceived ease of use, usefulness, enjoyment, and risk factors on customer experience and behavioral intention regarding chatbots. The study also looked into the impact of customer experience on behavioral intention. The sample consisted of 211 chatbot users of Turkish recruited using non-probability convenience sampling. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and SmartPLS3. The results showed that perceived ease of use and usefulness affected behavioral intention, but perceived risk had no impact on customer experience and behavioral intention regarding chatbots. Perceived enjoyment affected only customer experience. Lastly, customer experience affected behavioral intention.

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Section: Discussion Conclusion and Suggestionssupporting

confidence: 54%

The Effect of Customers’ Attitudes Towards Chatbots on their Experience and Behavioural Intention in Turkey

Gümüş¹,

Çark²

2021

Interdisciplinary Description of Complex Systems

View full text Add to dashboard Cite

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“…Based on a nationally representative sample of 1,051 adults, researchers found that 56% of surveyed Americans would rather send messages than call customer service and 53% of customers preferred brands that offered messaging services (Devaney, 2018). AI-powered chatbots now allow customers to interact with virtual marketing service agents at any time and from anywhere (Cheng and Jiang, 2020b). The human-computer interaction provides new modes for brands to develop a deeper relationship with customers through ongoing and customized "dialogues" instead of one-way purchases (Huang and Rust, 2018).…”

Section: Introductionmentioning

confidence: 99%

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

Cheng

Jiang

2021

JPBM

Self Cite

161

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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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“…Therefore H1 is accepted. This result is an important contribution to the academic literature since several studies had denied positive relationship between these two variables (Cheng and Jiang, 2020) and others had confirmed the non-existence of this relationship (Kim et al, 2012). With regard to relation between users privacy and trust results have shown that there is no relationship between these two variables.…”

Section: Discussionmentioning

confidence: 61%

“…This raises the question of whether or not user privacy can have an impact on the satisfaction of a service received. Some authors have shown that privacy risk leads to a reduction in user satisfaction ( Cheng and Jiang, 2020 ). However, Kim et al (2012) in their work claim that there is no such relationship.…”

Section: Hypotheses and Research Modelmentioning

confidence: 99%

Evaluation of User Satisfaction and Trust of Review Platforms: Analysis of the Impact of Privacy and E-WOM in the Case of TripAdvisor

2021

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Technological advances have had many advantages like an E-WOM (Electronic Word of Mouth) that has become a very important and powerful tool for users who wish to share their knowledge, experiences and emotions about a product or service. But the use of virtual platforms may affect the privacy of users data. This present study has a twofold objective: first check if the privacy of users when using TripAdvisor, the world’s largest travel platform, has an impact on their satisfaction and trust on the platform. Secondly, the relationship between E-WOM and the variables users trust and satisfaction when using TripAdvisor is examined. In order to achieve the objectives set out, the sample of 390 persons was analyzed. The PLS-SEM method has been used to process the data and test the hypotheses. The results of the analysis have shown that there is a positive and direct relationship between TripAdvisor users’ privacy and satisfaction. The direct and positive relationship between users’ E-WOM and their degree of satisfaction and trust toward the platform has also been confirmed. This study makes a significant contribution to the academic literature on the variables studied, as previous studies presented different results.

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How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use

Cited by 212 publications

References 46 publications

The Effect of Customers’ Attitudes Towards Chatbots on their Experience and Behavioural Intention in Turkey

The Effect of Customers’ Attitudes Towards Chatbots on their Experience and Behavioural Intention in Turkey

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

Evaluation of User Satisfaction and Trust of Review Platforms: Analysis of the Impact of Privacy and E-WOM in the Case of TripAdvisor

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