品牌聊天机器人拟人化角色对顾客参与的影响

doi:10.11885/j.issn.1674-5094.2024.06.16.02

摘要/Abstract

摘要： 当前，基于文本的聊天机器人以其低成本、高效率等优势，已被广泛应用于品牌的在线客户服务中。通过实验研究聊天机器人的不同拟人化角色对顾客参与的影响，结果发现：与助手型角色聊天机器人相比，朋友型角色聊天机器人更能提高顾客参与，而准社会互动在该效应中起中介作用。当品牌—自我距离近时，相比于助手型角色聊天机器人，朋友型角色聊天机器人通过产生更强的准社会互动来提高顾客参与；当品牌—自我距离远时，朋友型角色聊天机器人与助手型角色聊天机器人对准社会互动和顾客参与的影响无显著差别。因此，企业在部署聊天机器人时，应重视其拟人化角色的设定，通过选择合适的聊天机器人角色来创造积极的顾客体验。

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

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 interaction 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.

Key words: chatbots, anthropomorphic roles, customer engagement, self-brand distance, parasocial interaction

中图分类号:

F713.5

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.

BAI Lin, CHEN Zhaoyan. The Impact of Anthropomorphic Roles of Brand Online Chatbots on Customer Engagement[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2024, 26(6): 34-44.

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http://journal15.magtechjournal.com/Jwk_xnsk/CN/Y2024/V26/I6/34

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