摘要
在服务环境中，聊天机器人经常与不合格的护理、人格解体和语言误解有关。基于装配理论（即考察异质部件如何通过它们持续的交互创造出一个具有部件本身没有的新能力的新兴整体），作者调查了聊天机器人的语言具体化-在与消费者互动过程中使用的词汇的特殊性-如何有助于提高满意度、使用聊天机器人的意愿和感知的购物效率。在三个实验中，研究结果揭示了一种心理机制，由具体的聊天机器人语言驱动，使聊天机器人看起来有能力，并加强消费者的自我能力，进而提高满意度、使用聊天机器人的意愿和感知的购物效率。这种结果模式通过提供聊天机器人语言具体性对消费者-聊天机器人互动影响的证据，有助于消费者行为。对于从业人员，作者概述了可以帮助优化客户服务中聊天机器人的实施的会话设计。
Abstract
In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), the authors investigate how chatbots' language concreteness-the specificity of words used during interactions with consumers-can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings reveal a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer-chatbot interactions. For practitioners, the authors outline conversational designs that could help optimize implementation of chatbots in customer service.
NETL
NSTL
Sage