The Effect of Social Presence and Chatbot Errors on Trust
| Autor: | Grațiela Boca, Rita Toader, Diana Ighian, Diana Cezara Toader, Mara Măcelaru, Cezar Toader, Adrian T. G. M. Rădulescu |
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| Rok vydání: | 2019 |
| Předmět: |
lcsh:TJ807-830
Geography Planning and Development lcsh:Renewable energy sources 050801 communication & media studies Management Monitoring Policy and Law computer.software_genre Chatbot 0508 media and communications Empirical research brand 0502 economics and business Realm Competence (human resources) lcsh:Environmental sciences lcsh:GE1-350 Digital marketing Renewable Energy Sustainability and the Environment business.industry lcsh:Environmental effects of industries and plants chatbot 05 social sciences Remote assistance lcsh:TD194-195 Categorization customer digital marketing 050211 marketing Psychology business computer Cognitive psychology Social behavior |
| Zdroj: | Sustainability, Vol 12, Iss 1, p 256 (2019) Sustainability Volume 12 Issue 1 |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12010256 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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