The advancement of artificial intelligence and its diverse applications
have attracted great interests from several research scholars examining
communication between humans and chatbots. Many have explained the
motivations of chatbot use, however, less emphasis has been given to myriad
customer experiential needs for the interaction with this AI-powered technology.
Therefore, in the light of U&G theory, this thesis presents a conceptual
framework for customer experience as the needs for chatbot use. SOR model
was also adopted to establish the links among customer experience as
organisms (utilitarian – perceived informativeness and credibility; hedonic –
perceived transparency, enjoyment and engagement; anthropomorphism –
mindful and mindless anthropomorphism; and social presence), their primary
stimuli (functionality, communication style similarity and aesthetics) and
responses (customer satisfaction and reuse intention). 417 convenient samples
were collected from the UK where chatbots are widely used. Results from SEM revealed that perceived credibility, informativeness, enjoyment, functionality and
communication style similarity hold the keys for customer satisfaction, while
effects of anthropomorphism and social presence are not significant in this
research setting. This study has enriched U&G theory by addressing customer
experience as ones’ motivations to use chatbots. Also, it has presented a fresh understanding of customer experience in chatbot context by considering
utilitarian, hedonic, anthropomorphism and social presence as dimensions of
customer experience rather than merely measuring how customers think, feel,
sense, act and relate. In addition, practical implications and direction for future
research are discussed.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/19522 |
| Date | January 2021 |
| Creators | Nguyen, Trong H. |
| Contributors | Fukukawa, Kyoko, Yakimova, Raisa, Trivedi, Rohit |
| Publisher | University of Bradford, Faculty of Management, Law and Social Sciences |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Thesis, doctoral, PhD |
| Rights | <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>. |
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