Whether to trust chatbots: Applying the event-related approach to understand consumers' emotional experiences in interactions with chatbots in e-commerce. (July 2023)

• Record Type: Journal Article
• Authors: Wang, Cuicui; Li, Yiyang; Fu, Weizhong; Jin, Jia
• Is Part Of: Journal of retailing and consumer services. Volume 73(2023)
• Publication Date: 2023-07
• Subjects: Chatbots -- Emotional experience -- Cognitive appraisal theory -- Trust -- Event-related potential; 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.2023.103325
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Chatbots can be used in marketing services to substantially improve the consumer experience. Based on cognitive appraisal theory, this study applied an event-related potential (ERP) approach to investigate consumers' emotional experiences and consumer trust in passive interaction with chatbots versus humans, taking into account objective or subjective tasks in e-commerce. The results showed that chatbot (vs. human) service interactions automatically drew more consumer attention at the subconscious stage (i.e., a larger P2); consumers purposefully allocated more resources to regulate the negative emotions elicited by chatbots at the conscious stage (i.e., a larger LPP); and there was a lower trust in chatbots than in humans. Moreover, under subjective tasks, the differences between chatbots and human agents in emotional experience (as reflected by LPP) and trust were amplified. The findings will encourage e-retailers to improve the emotional service experience of their chatbots and prioritize the application of chatbots for objective tasks in customer service. Highlights: Chatbot (vs. human) interaction had negative emotional experiences that led to less trust. Emotional experience appraisal was reflected by P2 and LPP (late positive potential). Chatbots drew more consumer attention than human agents at a subconscious stage. Consumer allocated cognitive resources to regulate negative emotions at a conscious stage. Task types affect emotional experiences and trust in chatbot/human service interaction.