Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 66, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102900
Keywords
Human-computer interaction; Chatbots; Computers as social actors; Communication quality; Privacy risks
Categories
Funding
- Natural Science Foundation of China [72062015]
- Hainan Provincial Natural Science Foundation [620RC561]
- Hainan Education Department
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This study investigates the impact of different types of chatbot service agents on consumers and analyzes the mediating role of communication quality and privacy risks. It also reveals the influence of users' need for human interaction on the effects of service agent types.
In the digital environment, chatbots as customer service agents assist consumers in decision making. Based on the computers-are-social-actors paradigm, this study examines the perceived differences in communication quality and privacy risks between different service agents and their impact on consumers' adoption intention, and in-vestigates whether these perceived differences might depend on differences in the user's human interaction need. A series of five scenario-based experiments were carried out to collect data and test hypotheses. It was discovered that: different types of service agents directly affect consumers' adoption intention; perceived communication quality and privacy risk mediate the effect of service agent type on adoption intention; the effects of service agent type on perceived accuracy, communicative competence, and privacy risk are moderated by the need for human interaction. The findings of this study provide important insights into the rational use of human-computer interacation in e-commerce.
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