In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), this paper investigates how chatbots’ language concreteness––the specificity of words used during interactions with consumers––can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings revealed a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer-chatbot interactions. For practitioners, we outline conversational designs that could help optimize implementation of chatbots in customer service.
Jiménez-Barreto, Jano Rubio, NataliaMolinillo, Sebastián
Oxford Brookes Business School
Year of publication: 2023Date of RADAR deposit: 2023-08-14
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