원문정보
초록
영어
In this study, we aimed to define the effects of anthropomorphism and conversational relevance of chatbots on user experience. In specific, the chatbot designed for this study was an online shopping assistant that recommends items for consumers. Levels of anthropomorphism was manipulated by the name, profile picture, word choices, and emojis, while conversational relevance was adjusted by the depth and accuracy of the recommendation. Three categories of user experience were measured: psychological distance, usability, and purchase intentions. The results implied a significant main effect of conversational relevance on all variables for the high anthropomorphized conditions, while all but psychological distance was significant for low anthropomorphized conditions. Although there was no significant main effect of anthropomorphism observed for the variables, the main effect of anthropomorphism on responsibility was marginally significant for a specific item. The results of this study may function as a guidance for future studies regarding usage of chatbots within a marketing setting.
목차
1. INTRODUCTION
2. THEORY
2.1 Computers Are Social Actors (CASA) Theory
2.2 Psychological Distance and Construal Level Theory
2.3 Anthropomorphism
2.4 Conversational Relevance
2.5 Chatbot in E-Commerce
3. METHODS
3.1 Participants
3.2 Materials
3.3 Procedures
4. RESULTS
4.1 Manipulation Check
4.2 Conversation Expectation Violation
4.3 Psychological Distance
4.4 Usability
4.5 Task Proficiency
4.6 Perceived intelligence
4.7 Responsibility
4.8 Purchase intention
5. DISCUSSION
6. CONCLUSION
REFERENCES
APPENDIX