Whether to trust chatbots: Applying the event-related approach to understand consumers’ emotional experiences in interactions with chatbots in e-commerce

Wang, Cuicui; Li, Yiyang; Fu, Weizhong; Jin, Jia

doi:10.1016/j.jretconser.2023.103325

Cited by 36 publications

(8 citation statements)

References 74 publications

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“…A survey by Huang et al [3] reveals that users generally prefer services provided by human representatives. This preference stems from users' lack of trust in chatbot performance, as indicated in the study by Wang et al [4], which is further corroborated in an ERP study. User distrust in chatbots is associated with the findings of Glikson and Woolley [5], highlighting the relevance of trust in human-AI relationships due to perceived risks, particularly arising from the complexity and nondeterministic behavior of artificial intelligence (AI).…”

Section: Introductionsupporting

confidence: 60%

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Narrative literature review: Efficiency enhancement - user trust in chatbots as a tool for improving service quality by humans

Margono,

Bastian,

Faiza

2024

J. Soft Comput. Explor.

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Chatbots have become efficient and reliable tools for instant and real-time information dissemination. Despite their effectiveness, user trust in chatbot systems remains relatively low. A holistic approach is necessary, integrating user emotional experiences, trust-building strategies, and continuous technological refinement to maximize chatbot benefits across various sectors. This research explores the potential for selective information dissemination based on user preferences using chatbots combined with artificial intelligence. Through a narrative approach, the study reviews literature and analyzes eight articles related to chatbots' application in information dissemination. The results indicate that chatbots are efficient in providing information and can be customized for various needs, such as population services, reminder notifications, and book processing. Chatbots have the potential to enhance services and can be integrated into information systems to improve service quality. However, challenges such as reliance on high-quality data and machine learning, difficulties in understanding non-formal language or slang, and limitations in handling complex questions need to be addressed for chatbots to reach their full potential.

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Section: Introductionsupporting

confidence: 60%

“…Wang et al [4] used the Event-Related Potentials (ERP) method. This approach seeks to understand how specific events or situations can influence individual behavior or responses.…”

Section: Resultsmentioning

confidence: 99%

Narrative literature review: Efficiency enhancement - user trust in chatbots as a tool for improving service quality by humans

Margono,

Bastian,

Faiza

2024

J. Soft Comput. Explor.

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“…Similar results confirm that anthropomorphic humanness characteristics will be more effective in cognitive cues than peripheral cues (Blut et al, 2021). Wang et al (2023) found that human interactions offer a better emotional experience than chatbots. Businesses should take these results as cues to enrich their chatbot architecture with more human‐like elements.…”

Section: Discussionmentioning

confidence: 99%

Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

Dwivedi,

Balakrishnan,

Baabdullah

et al. 2023

Psychology and Marketing

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Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed‐method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in‐depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human‐machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively.

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“…It has found applications in social psychology, health psychology and consumer behavior (Watson and Spence, 2007). Recent consumer behavior research has applied the cognitive appraisal approach to explore emotional experiences in tourism (Jiang, 2020), purchase intention (Hajian et al , 2023) and interactions with chatbots (Wang et al , 2023).…”

Section: Theoretical Background and Development Of The Hypothesesmentioning

confidence: 99%

“…This knowledge can be valuable for marketers, retailers and advertisers seeking to shape consumer experiences (Sharma et al , 2023). Despite the valuable insights provided by previous research into the determinants of emotions in consumption contexts (Khatoon and Rehman, 2021; Wang et al , 2023), gaps in the literature remain.…”

Section: Introductionmentioning

confidence: 99%

Joy and excitement in the purchase process: the role of materialism and brand engagement

Razmus,

Grabner-Kräuter

2024

JPBM

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Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process. Design/methodology/approach Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses. Findings The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement. Originality/value Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

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Whether to trust chatbots: Applying the event-related approach to understand consumers’ emotional experiences in interactions with chatbots in e-commerce

Cited by 36 publications

References 74 publications

Narrative literature review: Efficiency enhancement - user trust in chatbots as a tool for improving service quality by humans

Narrative literature review: Efficiency enhancement - user trust in chatbots as a tool for improving service quality by humans

Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

Joy and excitement in the purchase process: the role of materialism and brand engagement

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