Impacts of Various Custom Service Agents on Consumer Purchase Intention:Experimental Studies for Comparison of AI Chatbots with Human Service Agents
The rise of artificial intelligence has further expanded the application scenarios of customized serv-ices for businesses,while also brings increased attention to issues of personalization and privacy concerns.This study analyzes the"risk-benefit"dilemma in customized services based on the privacy computing theory.Through experiments on customized services in online healthcare scenarios,the relationship between custom-ized service agents and purchase intention is examined,as well as the chain-mediating role of perceived capa-bility and privacy concerns in the relationship between customized service agents and consumer purchase inten-tion.The study also analyzes the moderating effect of privacy protection statements of customized service plat-forms on the relationship between service agents and consumer purchase intention.The experimental results re-veal the following findings:(1)AI chatbots,as customized service agents,have a weaker effect on purchase intention compared with that of human service agents;(2)Perceived capability and privacy concerns play a chain-mediating role between customized service agents and purchase intention.Among them,consumers per-ceive that AI chatbots have lower capability compared with that of humans,and they have higher privacy con-cerns towards AI chatbots than humans with perceived capability exerting a negative impact on privacy con-cerns;(3)Privacy protection statements of customized service platforms moderate the relationship between service agents and purchase intention and platforms with privacy protection statements usually stimulate stron-ger consumer purchase intentions.
Custom Service AgentsAI ChatbotsPerceived CapabilityPrivacy ConcernsPrivacy Computing
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