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The role of buttons in the conversational interface of buttons: An experiment about the influence of buttons on the customer experience, brand attitude and brand trust by using chatbots.

Limaheluw, C. (2020) The role of buttons in the conversational interface of buttons: An experiment about the influence of buttons on the customer experience, brand attitude and brand trust by using chatbots.

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Abstract:The purpose of this study is to understand the influence of buttons used by chatbots in the conversational interface, and its effects on the customer satisfaction, perceived usefulness, perceived ease of use, brand attitude and brand trust. This study tested the research model by conducting a 2 (presence of button: button vs. no button) x 2 (brand positioning: utilitarian vs. hedonic) x 2 (task complexity: complex vs. easy) online experiment, in which the Dutch participants (N=308) saw one of the eight manipulation and were asked to fill in the questionnaire. According to the outcomes of this study, the presence of buttons does not result in what was expected. It was expected that the presence of buttons resulted in higher outcomes. Unfortunately, the effects were not significantly supported and therefore the hypotheses were rejected. In order to clarify this, interviews were conducted. The most important outcomes that clarified the outcomes of the online experiment were the negative attitude towards the chatbot, the expectation of conversating with a chatbot, and the feeling of being trapped.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80511
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