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Exploring Users’ Perception of Chatbots in a Mobile Commerce Environment : Creating a Better User Experience by Implementing Anthropomorphic Visual and Linguistic Chatbot Features

Assink, Lena Marie (2019) Exploring Users’ Perception of Chatbots in a Mobile Commerce Environment : Creating a Better User Experience by Implementing Anthropomorphic Visual and Linguistic Chatbot Features.

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Abstract:In our modernized world, artificial intelligence (AI) is growing rapidly and organizations implement smart technologies continuously. AI and chatbots are edging their way into numerous industries and are changing the way customers communicate with organizations. Chatbots have huge potential as customer service, however, there have been few empirical investigations into the impact chatbots have on their users. Thus, this research investigates the implementation of anthropomorphic visual and linguistic features in chatbot applications by using an experimental 2x3 research design with m-commerce videos. The videos display either a human, an animated person or a logo with either human or robotic language. Using these methods, this study explores the extent to which chatbot appearance and language can potentially influence the perception of trust, satisfaction, and purchase intention. Due to researched literature, it was expected that respondents perceive a higher trust, satisfaction, and purchase intention when they are confronted with a chatbot that displays anthropomorphism visual and linguistic features. The data was collected through an online survey of 265 respondents. The respondents were chosen due to selection criteria and were 18-62 years old and mostly from Germany and the Netherlands. The corresponding survey was distributed through online channels, SONA, and on the campus of the University of Twente. Results of this research show that the implementation of anthropomorphism features lead to a higher satisfaction among users. Nonetheless, the results for trust and purchase intentions were insignificant. However, this study had limitations due to the oversimplification of the experimental design. More research on this topic needs to be carried out before the association between chatbot appearance and language is more clearly understood. Nonetheless, the findings of this research suggest that organizations, marketers and chatbot designers should strive for the implementation of anthropomorphic visual and linguistic cues within the development of chatbots. By doing this, organizations create a better user experience for customers who interact with intelligent agents.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78306
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