Wow! Interjections improve chatbot performance : the mediating role of anthropomorphism and perceived listening
Sheehan, Ben and Jin, Hyun Seung and Martin, Brett and Kim, Hyoje (2024) Wow! Interjections improve chatbot performance : the mediating role of anthropomorphism and perceived listening. Communication Research, 51 (7). pp. 891-917. ISSN 0093-6502 (https://doi.org/10.1177/00936502241273259)
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Abstract
Could a subtle shift in the language used by chatbots improve service interactions? This research suggests that a chatbot’s use of interjections (e.g., “wow” and “hmm”), can shape consumer attitudes and behaviors. Four experiments demonstrate that consumers are more satisfied, more willing to purchase, and more likely to remain loyal when chatbots use interjections. The studies find support for a sequential mediation model where interjections increase anthropomorphism, which in-turn increases perceived listening and then impacts consumer responses. Consumers respond positively to interjections because they feel the chatbot is more human-like, and thus capable of attending to them and understanding their needs. This interjection effect holds across a range of consumer contexts and at different stages of the purchasing process. The findings shed light on why anthropomorphism has a positive effect in human-chatbot interactions, while providing a straightforward means of enhancing customer satisfaction, purchase intent, and loyalty.
ORCID iDs
Sheehan, Ben, Jin, Hyun Seung, Martin, Brett and Kim, Hyoje ORCID: https://orcid.org/0000-0002-8802-8109;-
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Item type: Article ID code: 89851 Dates: DateEventOctober 2024Published13 August 2024Published Online29 June 2024AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 08 Jul 2024 08:22 Last modified: 01 Oct 2024 06:50 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/89851