Virtual agents in retail web sites: Benefits of simulated social interaction for older users

Investigating the relationships between dialog patterns and user satisfaction in customer service chat systems based on chat log analysis

While previous studies of customer service chat systems (CSCS) understood user satisfaction as individuals’ subjective perceptions and depended heavily on self-report methods for satisfaction measurement, this article presents an obtrusive chat log analysis that followed the established approaches of search log analysis and examined the relationships between dialog patterns and user satisfaction. An 81-day chat log was obtained from a real-world CSCS that involves both a chatbot and human representatives. A total of 75,918 chat sessions/147,972 sub-sessions containing 251,556 user messages and 349,416 system messages were extracted after data processing and analysed in terms of topic, length and path. As found in this study, the users were more likely to get satisfied on low-difficulty topics. The dialog between the CSCS and users was shallow in general. While human representatives’ elaboration contributed to user satisfaction, the chatbot was responsible for damaging user satisfaction. The significance of this study consists not only in providing objective evidence about user satisfaction in online chat but also in generating practical implications for the CSCS to improve user satisfaction.

Multi-Chatbot or Single-Chatbot? The Effects of M-Commerce Chatbot Interface on Source Credibility, Social Presence, Trust, and Purchase Intention

Most chatbot interfaces in contemporary m-commerce platforms feature a single chatbot that provides recommendations for all product categories. Nonetheless, there is an emerging research interest in multi-chatbot systems designating multiple chatbots as product/domain-specific advisers. Given the dearth of studies investigating the effects of multi-chatbot versus single-chatbot in the m-commerce context, we addressed this research gap by conducting an online between-subjects experiment to explore how the m-commerce chatbot interface types can differently influence source credibility, social presence, trusting beliefs, and purchase intention. Based on 154 valid responses, the single-chatbot interface led to higher social presence and trusting beliefs toward the m-commerce platform than the multi-chatbot interface. Males attributed the chatbot with higher competence and reported higher purchase intention through the m-commerce platform when engaging with the single-chatbot interface than the multi-chatbot interface. These findings suggest that designating chatbots as product-specific advisers in a multi-chatbot interface without labels to accentuate expertise could not evoke the users to categorize them as product specialists. Moreover, the multi-chatbot interface could have imposed user confusion and unfamiliarity cues, decreasing trust in the m-commerce platform. These findings’ theoretical, design, and managerial implications are discussed through the lens of the computers-are-social-actors paradigm, source credibility theory, source specialization, multiple source effect, and m-commerce behavioral research.

The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review

More and more companies have implemented chatbots on their websites to provide support to their visitors on a 24/7 basis. The new customer wants to spend less and less time and therefore expects to reach a company anytime and anywhere, regardless of time, location, and channel. This study provides insight into the influence of chatbots on customer loyalty. System quality, service quality, and information quality are crucial dimensions that a chatbot must meet to give a good customer experience. To make a chatbot more personal, companies can alter the language style. Human-like chatbots lead to greater satisfaction and trust among customers, leading to greater adoption of the chatbot. The results of this study showed that a connection between chatbots and customer loyalty is very likely. Besides, some customers suffer from the privacy paradox because of personalization. Implications of this study are discussed.

Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth

The purpose of this article is twofold: (1) to investigate the emotions experienced by banking customers when using live chat services and their impact on positive word-of-mouth intentions; and, (2) to identify which dimensions of e-service quality (accessibility, customer service and support, perceived security/privacy and design) impact these emotions. A survey was conducted with 682 members of a Web-based panel. Findings demonstrate that emotions, both positive and negative, significantly impact word of mouth. Results further reveal that customer service and support followed by design of live chat services mostly influence consumer emotions. On a practical level, the recommendations provided will improve consumer experience and encourage consumers to use live chat services. This is all the more important since such services are now part of the promotion and contribution of a sustainable mode of consumption that is accessible to all.

A Framework for Design of Conversational Agents to Support Health Self-Care for Older Adults

OBJECTIVE

We examined the potential of conversational agents (CAs) to support older adults' self-care related to chronic illness in light of lessons learned from decades of pedagogical agent research, which investigates the impact and efficacy of CAs for a wide range of learners.

BACKGROUND

The role of CAs in education (i.e., pedagogical agents) has been long studied, but their potential for supporting self-care has received less attention, especially for older adults.

METHODS

We reviewed work on pedagogical agents and considered how it informs the design of CAs for older adults. We propose a framework for designing CAs to support older adult self-care, which organizes a review of work in this area and integration with the pedagogical agent literature.

RESULTS

Our review of the pedagogical agent literature revealed an evolution from teaching machines to interactive, social systems that influence student motivational as well as learning outcomes. To integrate this review with work on CAs and self-care, we developed a framework that specifies how self-care goals evolve with stages of an illness, communication goals that support self-care at each stage, patient needs, and requirements for CAs to support these needs. The review identified an agenda for future research on CA functions and features that help older adults accept need for self-care, establish self-care, and sustain self-care over time.

CONCLUSIONS

Integrating insights from the pedagogical agent literature with research on developing CAs for self-care defines an agenda for developing and evaluating CAs to help older adults manage illness.

Can consumers’ gamified, personalized, and engaging experiences with VR fashion apps increase in-app purchase intention by fulfilling needs?

While the development of virtual reality (VR) apps is trending among fashion retailers to cope with the COVID-19 pandemic and promote consumers’ online shopping, less is understood about whether and the way these new VR apps increase consumers’ in-app purchase. This study was designed to address this issue by applying self-determination theory within the context of Taobao Life, a 3D avatar-based and game-featured virtual world on the Taobao app. Specifically, we investigated (1) whether the extent to which a VR fashion app provides consumers with a sense of gamified experience (H1: challenge, and H2: achievement), personalized experience (H3: avatar customization, and H4: avatar identification), and engaging experience (H5: social presence, and H6: social support) fulfills their competence, autonomy, and relatedness needs; (2) whether these intrinsic needs fulfill determine positive consumer behavioral intentions (H7: intention to continue to use VR apps, and H8: intention to make in-app purchase), and (3) whether the intention to continue to use VR apps leads to a positive in-app purchase intention (H9). We tested the above empirically by conducting an online survey via Dynata, and the dataset of 251 responses was analyzed using structural equation modeling. The findings of our research provide theoretical and practical implications that can be applied in the fashion retail business.

Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase

Reference group is an important factor influencing users’ purchase in the network communities. The reference group’s influences involve informative influence and normative influence, and users’ purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have different product information, consumer experience, and purchase attitudes, making different responses to the reference group. Thus, a research model of reference groups’ influences on users’ purchase intentions from the perspective of trial purchase and upgrade purchase is constructed. The model and hypotheses are tested by analyzing 349 valid questionnaires. The results indicate that both informative and normative influences have significant positive effects on users’ trial purchase intentions. Informative influence has a significant positive effect on users’ upgrade intentions, while the normative influence on users’ upgrade purchase intentions is not significant. Both informative influence and normative influence have significant positive effects on trust in the product. Trust in the product has a significant positive effect on trial purchase intentions, but its effect on upgrade purchase intentions is not significant. Purchase involvement positively regulates the relationship between informative influence and trial purchase intentions and negatively regulates the relationship between informative influence and upgrade purchase intentions. The results further enrich the theoretical system of users’ purchase behaviors in a virtual environment. The research can also have important implications for network communities wishing to improve online marketing.

The Effect of Social Presence and Chatbot Errors on Trust

This article explores the potential of Artificial Intelligence (AI) chatbots for creating positive change by supporting customers in the digital realm. Our study, which focuses on the customer and his/her declarative psychological responses to an interaction with a virtual assistant, will fill a gap in the digital marketing research, where little attention has been paid to the impact of Error and Gender, as well as the extent to which Social Presence and Perceived Competence mediate the relationships between Anthropomorphic design cues and Trust. We provide consistent evidence of the significant negative effect of erroneous conversational interfaces on several constructs considered in our conceptual model, such as: perceived competence, trust, as well as positive consumer responses. We also provide support to previous research findings and confirm that people employ a biased thinking across gender and this categorization also influences their acceptance of chatbots taking social roles. The results of an empirical study demonstrated that highly anthropomorphized female chatbots that engage in social behaviors are significantly shaping positive consumer responses, even in the error condition. Moreover, female virtual assistants are much more commonly forgiven when committing errors compared to male chatbots.

Mobile Health Interventions: Exploring the Use of Common Relationship Factors

The use of mobile health (mHealth) interventions has risen dramatically over the past two decades. It is important to consider mHealth intervention research within the broader therapy outcome literature. Among other key findings, this broader literature suggests that common relationship factors such as empathy, positive regard, and genuineness may play a critical role in therapy effectiveness. These findings raise intriguing questions for mobile interventions. For example, can mobile interventions incorporate aspects of common factors to augment their efficacy? Will the absence of relationship-based common factors make mobile interventions less effective? This viewpoint paper addresses these questions as well as related issues such as how to operationalize relationship qualities in the context of a mobile intervention and whether common relationship factors apply to computers or computerized narrators. The paper concludes by outlining a future research agenda guided by theory and empirical studies.

Exploring the effects of a non-interactive talking avatar on social presence, credibility, trust, and patronage intention in an e-commerce website

While prior research has examined the effects of interactive e-commerce avatars that simulate the roles of virtual assistants and recommender agents, there is lack of empirical study that investigates the effects of non-interactive talking avatars in e-commerce. This is unfortunate, as many websites today utilize non-interactive talking avatars that provide one-way dialogue in the forms of greetings, introduction of the company, and description of products and services offered. To bridge this gap, our study aims to investigate the effects of non-interactive talking avatar on perceptions of social presence, credibility, website trust, and patronage intention in an online store. Comparing between the experimental (website with avatar) and control (website without avatar) conditions, the experimental results showed that perceived social presence was significantly enhanced by the presence of the non-interactive talking avatar. Furthermore, the presence of the avatar had positive effects on website trust and patronage intention among male participants; but had negative effects on perceptions of information credibility and website patronage intention among females. Analysis based on participants’ comments suggests that females were more critical towards certain shortcomings of the non-interactive talking avatar; citing limited interactivity and artificial dialogue from text-to-speech engine. Additionally, the comment analysis suggests that females preferred processing textual over auditory information (as spoken by the avatar) about the products in the online store. Theoretical and managerial implications related to non-interactive talking avatars are discussed in this paper.

Behavioral Issues in B2C E-commerce

B2C e-commerce is one of the fastest growing industries worldwide. A lot of studies were carried out by both scholars and practitioners in order to assess online consumers’ behavioral issues in B2C e-commerce platforms. This paper aims to organize and classify the accumulated literature on B2C e-commerce in order to determine less-researched areas and provide future research directions. For that purpose 208 peer-reviewed articles from 71 journals published between 2005 and 2014 were retrieved and analyzed. The findings of the studies are discussed within the scope of developed framework.