The robo bias in conversational reviews: How the solicitation medium anthropomorphism affects product rating valence and review helpfulness
Dimitrios Tsekouras,
Dominik Gutt,
Irina Heimbach
Abstract:Companies are increasingly introducing conversational reviews—reviews solicited via chatbots—to gain customer feedback. However, little is known about how chatbot-mediated solicitation influences rating valence and review helpfulness compared to conventional online forms. Therefore, we conceptualized these review solicitation media on the continuum of anthropomorphism and investigated how various levels of anthropomorphism affect rating valence and review helpfulness, showing that more anthropomorphic media le… Show more
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