Research on theInteractive Impact of Identity Disclosure and Service Attribute Type on Customer Satisfaction in Tourism Websites
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.
NETL
NSTL
万方数据
