探索聊天机器人使用意图-聊天机器人初始信任的调解作用
Jyothsna M1, Venkata Subbaiah P1, Natalia Kryvinska2
1Department of Marketing, GITAM School of Business, GITAM (Deemed to be University) Visakhapatnam, Andhra Pradesh-530045, India.
Heliyon
|July 19, 2024
概括
客户对聊天机器人的信任,由易于使用和社会影响驱动,显著提高了参与度和忠诚度. 年龄影响聊天机器人采用,而性别不影响,突出了有效的聊天机器人营销策略的关键因素.
科学领域:
- 数字化和营销的发展
- 人与计算机的交互
- 消费者行为 消费者行为
背景情况:
- 聊天机器人日益成为数字营销和客户服务的核心.
- 它们提供了效率,成本节约和增强的客户体验.
- 特别是Z世代消费者发现聊天机器人与他们的信息搜索偏好兼容.
研究的目的:
- 识别影响用户信心,接受度和参与度的聊天机器人特征.
- 了解推动客户对聊天机器人的信任的因素.
- 分析信任对消费者意图,忠诚度和参与度的影响.
主要方法:
- 使用了部分最小平方结构方程建模 (PLS-SEM) 技术.
- 计算了一个结构方程测量模型来评估导致聊天机器人信任的特征.
- 对消费者数据进行了详细的统计分析.
主要成果:
- 感知到的易用性,性能期望和社会影响力都会对客户对聊天机器人的信任产生积极影响.
- 客户对聊天机器人的信任与消费者意图,忠诚度和参与度的增加密切相关.
- 年龄是聊天机器人采用的重要因素,而性别不是.
结论:
- 聊天机器人的特点,如易用性和社会影响力,对于建立客户信任至关重要.
- 信任是提高消费者忠诚度和与聊天机器人互动的关键媒介.
- 营销策略应考虑年龄人口统计数据,以有效地实施聊天机器人.
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