西南石油大学学报（社会科学版）2024，Vol.26Issue(6)：34-44,11.DOI:10.11885/j.issn.1674-5094.2024.06.16.02
品牌聊天机器人拟人化角色对顾客参与的影响
The Impact of Anthropomorphic Roles of Brand Online Chatbots on Customer Engagement
摘要
Abstract
Text-based chatbots are widely used in online customer service for brands due to the low cost and high efficiency.It is of great significance to explore how to use chatbots to promote consumer-brand relationships.An experimental study was conducted to investigate the impact of different anthropomorphic roles of chatbots on customer engagement.The results show that chatbots with friend roles are more likely to improve customer engagement than assistant roles,and that parasocial inter-action mediate the above effect.When the self-brand distance is close,chatbots with friend roles generate stronger parasocial interaction than assistant roles,thus improving customer engagement;however,there is no significant difference in the impacts of chatbots with friend roles and those of chatbots with assistant roles on parasocial interaction and customer engagement when the self-brand distance is far.Therefore,organizations need to focus on their roles when deploying chatbots,adopting the right type of role based on the customer's perceived distance from the brand prior to the interaction,so as to create a positive customer experience.关键词
聊天机器人/拟人化角色/顾客参与/品牌—自我距离/准社会互动Key words
chatbots/anthropomorphic roles/customer engagement/self-brand distance/parasocial interaction分类
管理科学引用本文复制引用
白琳,陈昭言..品牌聊天机器人拟人化角色对顾客参与的影响[J].西南石油大学学报（社会科学版）,2024,26(6):34-44,11.基金项目
安徽省自然科学基金面上项目"人工智能时代虚拟数字人技术赋能直播电商高质量发展的路径研究"(2308085MG231). （2308085MG231）
