Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention. (May 2022)

• Record Type: Journal Article
• Authors: Song, Mengmeng; Xing, Xinyu; Duan, Yucong; Cohen, Jason; Mou, Jian
• Is Part Of: Journal of retailing and consumer services. Volume 66(2022)
• Publication Date: 2022-05
• Subjects: Human−computer interaction -- Chatbots -- Computers as social actors -- Communication quality -- Privacy risks; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102900
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: In the digital environment, chatbots as customer service agents assist consumers in decision making. Based on the computers-are-social-actors paradigm, this study examines the perceived differences in communication quality and privacy risks between different service agents and their impact on consumers' adoption intention, and investigates whether these perceived differences might depend on differences in the user's human interaction need. A series of five scenario-based experiments were carried out to collect data and test hypotheses. It was discovered that: different types of service agents directly affect consumers' adoption intention; perceived communication quality and privacy risk mediate the effect of service agent type on adoption intention; the effects of service agent type on perceived accuracy, communicative competence, and privacy risk are moderated by the need for human interaction. The findings of this study provide important insights into the rational use of human−computer interacation in e-commerce. Highlights: This study examines the perceived differences in communication quality and privacy risks. This study carried out five scenario-based experiments. Different types of service agents directly affect consumers' adoption intention.