Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of AI Chatbot and Service Agent on Attitude and Choice Deferral of Recommended Products

AI 챗봇과 상담원이 추천하는 제품에 대한 태도와 선택연기에 미치는 영향

  • Received : 2022.02.20
  • Accepted : 2022.03.20
  • Published : 2022.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined whether there was a difference in the attitude toward the recommended product and the effect on the choice deferral according to information sources. Experiment 1 examined the relationship between trust in information and product attitude, and between uncertainty and choice deferral according to information sources (AI chatbot vs. human). Experiment 2 examined the impact of social presence, perceived personalization, and choice deferral according to whether anthropomorphism of AI chatbots or not. The research results are as follows. First, consumers were found to have a more positive attitude toward products recommended by AI chatbots (vs. human). Second, consumers were more choice deferral whether to purchase products recommended by AI chatbots (vs. human). Third, it was found that consumers' selection of products recommended by anthropomorphic AI chatbots (vs. impersonated AI chatbots) increased. Also, the implications of this study and future research directions were discussed.

본 연구는 정보제공원(AI 챗봇 vs. 상담원)에 따라 추천하는 제품에 대한 태도와 선택연기에 미치는 영향에 차이가 있는지 살펴보고, 이러한 차이가 발생하게 된 심리적 프로세스에 대해 정보신뢰와 불확실성을 중심으로 살펴보았다. 또한, AI 챗봇이 추천하는 제품에 대한 선택연기를 감소하기 위한 방안으로 의인화의 역할과 사회적 실재감, 지각된 개인화의 순차적 매개효과에 대해 살펴보았다. 이를 살펴보기 위해 3회의 실험을 수행하였다. 실험 1은 256명을 대상으로 시나리오 기법을 사용하여 여행상품 구매과정에서 정보제공원(AI 챗봇 vs. 상담원)에 따른 정보신뢰와 제품태도에 미치는 영향과 불확실성과 선택연기에 미치는 영향에 대해 살펴보고자 하였다. 실험 2는 160명을 대상으로 AI 챗봇의 의인화 여부에 따른 사회적 실재감, 지각된 개인화, 선택연기에 미치는 영향에 대해 살펴보고자 하였다. 연구결과는 다음과 같다. 첫째, 소비자는 AI 챗봇(vs. 상담원)이 추천하는 제품정보를 신뢰하여 더 긍정적인 제품태도를 보이는 것으로 나타났다. 둘째, 소비자는 AI 챗봇(vs. 상담원)이 추천하는 제품을 구매할지 선택하는 상황에서 오히려 불확실성을 지각하여 선택연기가 높게 나타났다. 셋째, 소비자는 의인화된 AI 챗봇(vs. 비의인화된 AI 챗봇)이 추천하는 제품에 대한 선택연기는 사회적 실재감과 지각된 개인화를 통해 감소하는 것으로 나타났다. 마지막으로 연구결과를 기반으로 시사점과 향후 연구방향에 대해 논의하였다.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2019S1A5A8034496)

References

  1. V. Arnold, N. Clark, P. A. Collier, S. A. Leech, & S. G. Sutton. (2006). The Differential Use and Effect of Knowledge-based System Explanations in Novice and Expert Judgment Decisions. MIS Quarterly, 79-97.
  2. J. B. Walther. (1992). Interpersonal Effects in Computer-mediated Interaction: A Relational Perspective. Communication Research, 19(1), 52-90. https://doi.org/10.1177/009365092019001003
  3. S. Y. Komiak & I. Benbasat. (2006). The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents. MIS quarterly, 941-960. https://doi.org/10.2307/25148760
  4. P. Huang, N. H. Lurie, & S. Mitra. (2009). Searching for Experience on the Web: An Eempirical Examination of Consumer Behavior for Search and Experience Goods. Journal of marketing, 73(2), 55-69. https://doi.org/10.1509/jmkg.73.2.55
  5. L. M. Caro & J. A. M. Garcia. (2007). Cognitive-affective Model of Consumer Satisfaction. An Exploratory Study within the Framework of a Sporting Event. Journal of Business Research, 60(2), 108-114. https://doi.org/10.1016/j.jbusres.2006.10.008
  6. G. Van Noort, H. A. Voorveld, & E. A. Van Reijmersdal. (2012). Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses explained by Consumers' Online Flow Experience. Journal of Interactive Marketing, 26(4), 223-234. https://doi.org/10.1016/j.intmar.2011.11.002
  7. L. A. Cavanaugh, J. R. Bettman, & M. F. Luce. (2015). Feeling Love and Doing more for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption. Journal of Marketing Research, 52(5), 657-673. https://doi.org/10.1509/jmr.10.0219
  8. H. H. Chang & M. Tuan Pham. (2012). Affect as A Decision-making System of The Present. Journal of Consumer Research, 40(1), 42-63. https://doi.org/10.1086/668644
  9. P., Aggarwal & A. L. McGill. (2007). Is that Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products. Journal of Consumer Research, 34(4), 468-479. https://doi.org/10.1086/518544
  10. D. J. MacInnis & WV. S. Folkes. (2017). Humanizing Brands: When Brands seem to be like Me, Part of Me, and in a Relationship with Me. Journal of Consumer Psychology, 27(3), 355-374. https://doi.org/10.1016/j.jcps.2016.12.003
  11. Y. K. Choi, G. E. Miracle, & F. Biocca. (2001). The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence. Journal of Interactive Advertising, 2(1), 19-32. https://doi.org/10.1080/15252019.2001.10722055
  12. S. Hudson, L. Huang, M. S. Roth, & T. J. Madden. (2016). The Influence of Social Media Interactions on Consumer-brand Relationships: A Three-country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), 27-41. https://doi.org/10.1016/j.ijresmar.2015.06.004
  13. J. Short, E. Williams, & B. Christie. (1976). The Social Psychology of Telecommunications. London: John Wiley & Sons.
  14. L. K. Fryer, M. Ainley, A. Thompson, A. Gibson, & Z. Sherlock. (2017). Stimulating and Sustaining interest in A Language Course: An Experimental Comparison of Chatbot and Human Task Partners. Computers in Human Behavior, 75, 461-468. https://doi.org/10.1016/j.chb.2017.05.045
  15. J. Hill, W. R. Ford, & I. G. Farreras. (2015). Real Conversations with Artificial Intelligence: A Comparison between Human-human Online Cconversations and Hhuman-chatbot Conversations. Computers in Human Behavior, 49, 245-250. https://doi.org/10.1016/j.chb.2015.02.026
  16. B. Zarouali, E. Van den Broeck, M. Walrave, & K. Poels. (2018). Predicting Consumer Responses to a Chatbot on Facebook. Cyberpsychology, Behavior, and Social Networking, 21(8), 491-497. https://doi.org/10.1089/cyber.2017.0518
  17. C. A. Bjorkli. (2018). What Makes Users Trust a Chatbot for Customer Service? An Exploratory Interview Study. Internet Science, 194.
  18. A. Fadhil. (2018). Can a Chatbot Determine My Diet?: Addressing Challenges of Chatbot Application for Meal Recommendation. arXiv preprint arXiv:. 09100.
  19. S. Youn & S. V. Jin (2021). "In AI We Trust?" The Effects of Parasocial Interaction and Technopian versus Luddite Ideological Views on Chatbot-based Customer Relationship Management in the Emerging "Feeling Economy". Computers in Human Behavior, 119, 106721. https://doi.org/10.1016/j.chb.2021.106721
  20. R. L. Oliver. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
  21. Erdem & M. P. Keane. (1996). Decision-making under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets. Marketing Science, 15(1), 1-20. https://doi.org/10.1287/mksc.15.1.1
  22. A. Faraji-Rad & M. T. Pham. (2017). Uncertainty increases The Reliance on Affect in Decisions. Journal of Consumer Research, 44(1), 1-21.
  23. J. D. Shulman, M. Cunha Jr, & J. K. Saint Clair. (2015). Consumer Uncertainty and Purchase Decision Reversals: Theory and evidence. Marketing Science, 34(4), 590-605. https://doi.org/10.1287/mksc.2015.0906
  24. N. Epley, A. Waytz, & J. T. Cacioppo. (2007). On Seeing Human: A Three-factor Theory of Anthropomorphism. Psychological review, 114(4), 864. https://doi.org/10.1037/0033-295X.114.4.864
  25. A. C. Horowitz & M. Bekoff. (2007). Naturalizing Anthropomorphism: Behavioral Prompts to Our Humanizing of Animals. Anthrozoos, 20(1), 23-35. https://doi.org/10.2752/089279307780216650
  26. D. Davis. (1982). Determinants of Responsiveness in Dyadic Interaction. In Personality, Roles, and Social Behavior. Springer, New York, NY.
  27. D. Gefenm & D. Straub. (2003). Managing User trust in B2C E-services. e-Service, 2(2), 7-24.
  28. C. J. Keng & H. Y. Lin. (2006). Impact of Telepresence Levels on Internet Advertising Effects. CyberPsychology & Behavior, 9(1), 82-94. https://doi.org/10.1089/cpb.2006.9.82
  29. S. M. Miranda & C. S. Saunders. (2003). The Social Construction of Meaning: An Alternative Perspective on Information Sharing. Information systems research, 14(1), 87-106. https://doi.org/10.1287/isre.14.1.87.14765
  30. N. Kumar & I. Benbasat. (2002). Para-social Presence and Communication Capabilities of a Web site: A Theoretical perspective. E-Service, 1(3), 5-24.
  31. D. Cyr, K. Hassanein, M. Head, & A. Ivanov. (2007). The Role of Social Presence in Establishing Loyalty in E-service Environments. Interacting with computers, 19(1), 43-56. https://doi.org/10.1016/j.intcom.2006.07.010
  32. L. Sproull, M. Subramani, S. Kiesler, J. H. Walker, & K. Waters. (1996). When the Interface is a Face. Human-Computer Interaction, 11(2), 97-124. https://doi.org/10.1207/s15327051hci1102_1
  33. R. Roy & V. Naidoo. (2021). Enhancing Chatbot Effectiveness: The Role of Anthropomorphic Conversational Styles and Time Orientation. Journal of Business Research, 126, 23-34. https://doi.org/10.1016/j.jbusres.2020.12.051
  34. S. Gregor & I. Benbasat. (1999). Explanations from Intelligent Systems: Theoretical Foundations and Implications for Practice. MIS quarterly, 497-530. https://doi.org/10.2307/249487
  35. J. C. Kozup, E. H. Creyer, & S. Burton. (2003). Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers' Evaluations of Packaged Food Products and Restaurant Menu Items. Journal of Marketing, 67(2), 19-34. https://doi.org/10.1509/jmkg.67.2.19.18608
  36. D. J. Moore, J. C. Mowen, & R. Reardon. (1994). Multiple Sources in Advertising Appeals: When Product Endorsers are paid by the Advertising Sponsor. Journal of the Academy of Marketing Science, 22(3), 234-243. https://doi.org/10.1177/0092070394223004
  37. J. L. Aaker. (2000). Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes. Journal of Consumer Research, 26(4), 340-357. https://doi.org/10.1086/209567
  38. A. F. Hayes. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, Guilford Press.
  39. C. J. Anderson. (2003). The Psychology of Doing Nothing: Forms of Decision Avoidance Rresult from Reason and Rmotion. Psychological bulletin, 129(1), 139-167. https://doi.org/10.1037/0033-2909.129.1.139
  40. R. Dhar. (1997). Consumer Preference for a No-choice Option. Journal of consumer research, 24(2), 215-231. https://doi.org/10.1086/209506
  41. J. E. Urbany., P. R. Dickson., & W. L. Wilkie. (1989). Buyer Uncertainty and Information Search. Journal of Consumer Research, 16(2), 208-215. https://doi.org/10.1086/209209
  42. M. T. Kim. (2014). The Role of Brand Personification in Building Consumer-Brand Relationship, Management Information Systems review, 33(4), 77-97. https://doi.org/10.14329/isr.2014.16.2.077
  43. E. Yu & J. Kim. (2017) Brand Anthropomorphism on SNS : Impact on Social Presence, Brand Experience and Attitude toward Brands, Advertising Resesarch, 115, 366-393. https://doi.org/10.16914/ar.2017.115.366
  44. J. J. Argo, D. W. Dahl, & R. V. Manchanda. (2005). The Influence of a Mere Social Presence in a Retail Context. Journal of Consumer Research, 32(2), 207-212. https://doi.org/10.1086/432230
  45. D. R. Fortin & R. R. Dholakia. (2005). Interactivity and Vividness effects on Social Presence and Involvement with a Web-based Advertisement. Journal of business research, 58(3), 387-396. https://doi.org/10.1016/S0148-2963(03)00106-1
  46. H. Sheng, F. F. H. Nah, & K. Siau. (2008). An Experimental Study on Ubiquitous Commerce Adoption: Impact of Personalization and Privacy Concerns. Journal of the Association for Information Systems, 9(6), 344-376. https://doi.org/10.17705/1jais.00161
  47. Y. Pan & J. Q. Zhang. (2011). Born Unequal: A Study of the Helpfulness of User-generated Product Reviews. Journal of retailing, 87(4), 598-612. https://doi.org/10.1016/j.jretai.2011.05.002