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AI Chatbots for Marketing? : Investigating the relationships between chatbot’s credibility, trust level perceptions and negative algorithmic advice utilization rates

Sharkova, P. (2022) AI Chatbots for Marketing? : Investigating the relationships between chatbot’s credibility, trust level perceptions and negative algorithmic advice utilization rates.

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Abstract:During the past years, the use of AI chatbots in Marketing increased significantly. AI chatbots are algorithms, programmed as virtual assistants, simulating human conversations using voice commands or text messages. This technology is found to be the future of customer service as it has manifold benefits for marketing. Existing literature in the sphere of Artificial intelligence and AI-powered algorithms shows that there are connections between perceived trust in an algorithm, its advice utilization rate, and its credibility. This study examines further these relationships while focusing specifically on people’s sensitivity towards negative algorithmic advice. A scenario-based 2 (credibility: disclosed vs. non-disclosed) x 2 (advice: positive vs. negative) experiment was conducted and a total of 57 international participants between the ages of 21 and 60 were analyzed. Overall, five hypotheses were tested in order to answer the research question. The results showed that no relationship exists between credibility and perceived trust in the chatbot, as well as between credibility and advice utilization in the case of receiving negative algorithmic advice. However, the study proved that people tend to trust and adopt recommendations from a chatbot that provides them with positive rather than negative advice. Furthermore, the findings revealed that there is a positive relationship between perceived trust in the chatbot and its negative advice utilization rate.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/91357
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