Activities per year
Abstract
This study investigated the effects of (in)formal chatbot responses and brand familiarity on social presence, appropriateness, brand attitude, and quality of interaction. An online experiment using a 2 (Communication Style: informal vs. formal) by 2 (Brand: familiar vs. unfamiliar) between subject design was conducted in which participants performed customer service tasks with the assistance of chatbots developed for the study. Subsequently, they filled out an online questionnaire. An indirect effect of communication style on brand attitude and quality of interaction through social presence was found. Thus, a chatbot’s informal communication style induced a higher perceived social presence which in turn positively influenced quality of the interaction and brand attitude. However, brand familiarity did not enhance perceptions of appropriateness, indicating participants do not assign different roles to chatbots as communication partner.
Original language | English |
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Number of pages | 16 |
Publication status | Published - 2020 |
Event | Conversations 2020: 4th international workshop on chatbot research - Online, Amsterdam, Netherlands Duration: 23 Nov 2020 → 24 Nov 2020 https://conversations2020.wordpress.com/ |
Conference
Conference | Conversations 2020 |
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Country/Territory | Netherlands |
City | Amsterdam |
Period | 23/11/20 → 24/11/20 |
Internet address |
Keywords
- Artificial Agents
- Customer service
- communication style
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Too Informal? How a Chatbot’s Communication Style Affects Brand Attitude and Quality of Interaction
Liebrecht, C. (Speaker) & van Hooijdonk, C. M. J. (Speaker)
23 Nov 2020Activity: Talk or presentation types › Oral presentation › Scientific
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Conversations 2020 (Event)
Liebrecht, C. (Member)
2020 → …Activity: Membership types › Membership of committee › Scientific