旅游网站机器人客服身份披露和服务属性对顾客满意度的交互影响研究

摘要/Abstract

摘要： 基于技术的发展,旅游网站机器人客服对话质量显著提高,在互动方面和人工客服具有高度相似性。顾客是否知晓机器人客服的真实身份会影响满意度。然而,现有研究较少结合服务属性探究旅游网站机器人客服身份披露对顾客满意度的影响机制。基于此,文章利用两个实验讨论了机器人客服身份披露和服务属性对顾客满意度的交互作用及内在机制。结果表明：在享乐属性的服务中,无身份披露（vs.有身份披露）的机器人客服更能提高顾客的满意度;在实用属性的服务中,身份披露对满意度作用不显著。同时,能力感知在其中发挥中介作用。研究结论不仅丰富了与机器人客服身份披露相关的研究,也为旅游网站机器人客服身份披露提供了理论指导。

关键词: 旅游网站, 机器人客服, 身份披露, 服务属性, 能力感知

Abstract: Based on the development of technology,the quality of dialogues of chatbots on tourism websites has been significantly improved,and it is highly similar to human in terms of interaction.The true identity of chatbot affect customers’ evaluation of the service.However,only limited existing research explores the influence mechanisms of chatbot identity disclosure on customer satisfaction in the context of tourism websites,particularly in conjunction with service attributes.Based on this,this paper used two experiments to discuss the interaction and internal mechanism of identity disclosure and service attributes on customer satisfaction.The findings demonstrate that,in hedonic services,non-disclosed （vs.disclosed） chatbots yield greater improvements in customer satisfaction.Conversely,in utilitarian services,identity disclosure has no significant impact on satisfaction.Notably,perceived competence plays a mediating role in this process.These conclusions not only contribute to the existing body of research on chatbot identity disclosure but also provide theoretical guidance for the disclosure of chatbot identities on tourism websites.

Key words: tourism websites, chatbot, identity disclosure, service attribute, perceived competence

中图分类号:

TP242

张初兵, 李天歌, 常颖. 旅游网站机器人客服身份披露和服务属性对顾客满意度的交互影响研究[J]. 旅游科学, 2024, 38(3): 44-61.

ZHANG Chubing, LI Tiange, CHANG Ying. Research on the Interactive Impact of Identity Disclosure and Service Attribute Type on Customer Satisfaction in Tourism Websites[J]. TOURISM SCIENCE, 2024, 38(3): 44-61.

参考文献

[1] 龚思羽,盛光华,岳蓓蓓,2022.品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用[J].管理评论(8):157-167.
[2] 吴继飞,朱翊敏,刘颖悦,等,2023.智能客服厌恶效应的诱因、心理机制与边界研究[J].南开管理评论(6):179-189.
[3] ARNOLD M J,REYNOLDS K E,2012.Approach and avoidance motivation:investigating hedonic consumption in a retail setting[J].Journal of retailing,88(3):399-411.
[4] BAE S,LEE T,2011.Product type and consumers’ perception of online consumer reviews[J].Electronic markets,21(4):255-266.
[5] BARBOPOULOS I,JOHANSSON L O,2016.A multi-dimensional approach to consumer motivation:exploring economic,hedonic,and normative consumption goals[J].Journal of consumer marketing,31:75-84.
[6] BEELER L,ZABLAH A R,RAPP A,2022.Ability is in the eye of the beholder:how context and individual factors shape consumer perceptions of digital assistant ability[J].Journal of business research,148:33-46.
[7] BRAKUS J J,SCHMITT B H,ZARANTONELLO L,2009.Brand experience:what is it?How is it measured?does it affect loyalty?[J].Journal of marketing,73(3):52-68.
[8] BRAKUS J J,SCHMITT B H,ZHANG S,2014.Experiential product attributes and preferences for new products:the role of processing fluency[J].Journal of business research,67(11):2291-2298.
[9] BRANDTZAEG P B,FØLSTAD A,2018.Chatbots:changing user needs and motivations[J].Interactions,25(5):38-43.
[10] CAI R,CAIN L N,JEON H,2022.Customers’ perceptions of hotel AI-enabled voice assistants:does brand matter?[J].International journal of contemporary hospitality management,34(8):2807-2831.
[11] CANDELLO H,PINHANEZ C,FIGUEIREDO F,2017.Typefaces and the perception of humanness in natural language chatbots[C]//Association for Computing Machiney in Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (CHI’17),New York,USA:3476-3487.
[12] CASTELO N,BOS M W,LEHMANN D R,2019.Task-dependent algorithm aversion[J].Journal of marketing research,56(5):809-825.
[13] CHATTARAMAN V,RUDD N A,LENNON S J,2010.The malleable bicultural consumer:effects of cultural contexts on aesthetic judgments[J].Journal of consumer behaviour:an international research review,9(1):18-31.
[14] CHENG X,ZHANG X,COHEN J,et al.,2022.Human vs. AI:understanding the impact of anthropomorphism on consumer response to chatbots from the perspective of trust and relationship norms[J].Information processing & management,59(3):102940.
[15] CHOI S,MATTILA A S,BOLTON L E,2021.To err is human (-oid):how do consumers react to robot service failure and recovery?[J].Journal of service research,24(3):354-371.
[16] CHRIST-BRENDEMÜHL S,SCHAARSCHMIDT M,2020.The impact of service employees’ technostress on customer satisfaction and delight:a dyadic analysis[J].Journal of business research,117:378-388.
[17] CHUNG M,KO E,JOUNG H,et al.,2020.Chatbot e-service and customer satisfaction regarding luxury brands[J].Journal of business research,117:587-597.
[18] CICCO R D,COSTA E,SILVA S C L,et al.,2020.Should a chatbot disclose itself?Implications for an online conversational retailer[C]//International Workshop on Chatbot Research and Design.Springer,Cham:3-15.
[19] COUWENBERG L E,BOKSEM M A S,DIETVORST R C,et al.,2017.Neural responses to functional and experiential ad appeals:explaining ad effectiveness[J].International journal of research in marketing,34(2):355-366.
[20] EREN B A,2021.Determinants of customer satisfaction in chatbot use:evidence from a banking application in Turkey[J].International journal of bank marketing,39:294-311.
[21] FOURNIER S,ALVAREZ C,2012.Brands as relationship partners:warmth,competence,and in-between[J].Journal of consumer psychology,22(2):177-185
[22] GRIMES G M,SCHUETZLER R M,GIBONEY J S,2021.Mental models and expectation violations in conversational AI interactions[J].Decision support systems,144:113515.
[23] HALKIAS G,DIAMANTOPOULOS A,2020.Universal dimensions of individuals’ perception:revisiting the operationalization of warmth and competence with a mixed-method approach[J].International journal of research in marketing,37(4):714-736.
[24] HONG Y Y,LEVY S R,CHIU C Y,2003.Lay theories and their role in the perception of social groups:a special issue of personality and social psychology review[M].Vermont:Psychology Press.
[25] HUANG Y S S,DOOTSON P,2022.Chatbots and service failure:when does it lead to customer aggression[J].Journal of retailing and consumer services,68:103044.
[26] KERVYN N,FISKE S T,MALONE C,2012.Brands as intentional agents framework:how perceived intentions and ability can map brand perception[J].Journal of consumer psychology,22(2):166-176.
[27] KIRMANI A,HAMILTON R W,THOMPSON D V,et al.,2017.Doing well versus doing good:the differential effect of underdog positioning on moral and competent service providers[J].Journal of marketing,81(1):103-117.
[28] KONG D,YANG J,DUAN H,et al.,2020.Helpfulness and economic impact of multidimensional rating systems:perspective of functional and hedonic characteristics[J].Journal of consumer behaviour,19(1):80-95.
[29] LEHDONVIRTA V,2009.Virtual item sales as a revenue model:identifying attributes that drive purchase decisions[J].Electronic commerce research,9(1):97-113.
[30] LEI S I,SHEN H,YE S,2021.A comparison between chatbot and human service:customer perception and reuse intention[J].International journal of contemporary hospitality management,33(11):3977-3995.
[31] LI C,PAN R,XIN H,et al.,2020.Research on artificial intelligence customer service on consumer attitude and its impact during online shopping[C]//Journal of Physics:Conference Series.Ukraine:IOP Publishing,1575(1):012192.
[32] LIU S X,SHEN Q,HANCOCK J,2021.Can a social robot be too warm or too competent?Older Chinese adults’ perceptions of social robots and vulnerabilities[J].Computers in human behavior,125:106942.
[33] LIU X S,YI X S,WAN L C,2022.Friendly or competent?The effects of perception of robot appearance and service context on usage intention[J].Annals of tourism research,92:103324.
[34] LONGONI C,CIAN L,2022.Artificial intelligence in utilitarian vs. hedonic contexts:the “word-of-machine” effect[J].Journal of marketing,86(1):91-108.
[35] LUO X,TONG S,FANG Z,et al.,2019.Frontiers:machines vs.humans:the impact of artificial intelligence chatbot disclosure on customer purchases[J].Marketing science,38(6):937-947.
[36] MCLEAN G,OSEI-FRIMPONG K,2019.Hey Alexa..examine the variables influencing the use of artificial intelligent in-home voice assistants[J].Computers in human behavior,99:28-37.
[37] MIMOUN M S B,PONCIN I,GARNIER M,2017.Animated conversational agents and e-consumer productivity:the roles of agents and individual characteristics[J].Information & management,54(5):545-559.
[38] MOZAFARI N,WEIGER W H,HAMMERSCHMIDT M,2021.Trust me,I’m a bot-repercussions of chatbot disclosure in different service frontline settings[J].Journal of service management,33(2):221-245.
[39] PILLAI R,SIVATHANU B,2020.Adoption of AI-based chatbots for hospitality and tourism[J].International journal of contemporary hospitality management,32(10):3199-3226.
[40] PREBENSEN N K,ROSENGREN S,2016.Experience value as a function of hedonic and utilitarian dominant services[J].International journal of contemporary hospitality management,28(1):113-135.
[41] ROSS L,RICHARD E,NISBETT R E,1991.The person and the situation:perspectives of social psychology[M].New York:McGraw-Hill.
[42] RUAN Y,MEZEI J,2022.When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance?Considering product attribute type[J].Journal of retailing and consumer services,68:103059.
[43] SAMALA N,KATKAM B S,BELLAMKONDA R S,et al.,2020.Impact of AI and robotics in the tourism sector:a critical insight[J].Journal of tourism futures,8(1):73-87.
[44] VAN HOOIJDONK C,2021.Chatbots in the tourism industry:the effects of communication style and brand familiarity on social presence and brand attitude[C]//Adjunct Proceedings of the 29th ACM Conference on User Modeling,Adaptation and Personalization,America:Association for Computing Machinery:375-381.
[45] VOSS K E,SPANGENBERG E R,GROHMANN B,2003.Measuring the hedonic and utilitarian dimensions of consumer attitude[J].Journal of marketing research,40(3):310-320.
[46] WAYTZ A,NORTON M I,2014.Botsourcing and outsourcing:robot,British,Chinese,and German workers are for thinking-not feeling-jobs[J].Emotion,14(2):434-444.
[47] WIEN A H,PELUSO A M,2021.Influence of human versus AI recommenders:the roles of product type and cognitive processes[J].Journal of business research,137:13-27.
[48] WILCOX K,ROGGEVEEN A L,GREWAL D,2011.Shall I tell you now or later?Assimilation and contrast in the evaluation of experiential products[J].Journal of consumer research,38(4):763-773.
[49] XIAO L,KUMAR V,2021.Robotics for customer service:a useful complement or an ultimate substitute?[J].Journal of service research,24(1):9-29.
[50] XU Y,SHIEH C H,VAN ESCH P,et al.,2020.AI customer service:task complexity,problem-solving ability,and usage intention[J].Australasian marketing journal,28(4):189-199.
[51] YANG Y,SHI X,2022.Disclose the bot:chatbot disclosure and anxiety in customer-chatbot interactions[C]//Pacific Asia Conference on Information Systems (PACIS) 2022 Proceedings,Atlanta:AIS Electronic liberary:237.
[52] ZIERAU N,HAUSCH M,BRUHIN O,et al.,2020.Towards developing trust-supporting design features for AI-based chatbots in customer service[C]//International Conference on Information Systems(ICIS).Saint Gallen City:HSG Publications.