earticle

영어

This study explores the effects of various humor types (i.e., self-enhancing, affiliative, aggressive, and self-defeating) embedded in chatbots on the emotional responses of consumers experiencing service failures from a cognitive appraisal theory (CAT) perspective. The research aims to assess the role of chatbots in enhancing consumer interactions and improving user experience in virtual service environments, and to offer insights for the advancement of human-computer interaction designs in ecommerce.