Stan Richards School of Advertising & Public Relations, Moody College of Communication, The University of Texas at Austin, Austin, Texas, USA.
Cyberpsychol Behav Soc Netw. 2022 Sep;25(9):597-604. doi: 10.1089/cyber.2021.0318. Epub 2022 Aug 17.
Based on the computers are social actors theory and social presence theory, the current study investigates the psychological mechanism by which the use of friendly language by a personalized product recommendation chatbot influences product attitudes. Results indicated that the effect of the friendly chatbot on more positive product attitudes was sequentially mediated by social presence and user satisfaction. Previous experience with product recommendation chatbots was found to moderate the serial mediation effects. Furthermore, the current study found that a friendly chatbot led to higher rates of contact information disclosure by consumers. Theoretical and practical implications are discussed.
基于计算机是社会行为体理论和社会存在感理论，本研究调查了个性化产品推荐聊天机器人使用友好语言影响产品态度的心理机制。结果表明，友好聊天机器人对更积极的产品态度的影响是通过社会存在感和用户满意度依次中介的。研究还发现，产品推荐聊天机器人的使用经验调节了这种序列中介效应。此外，本研究还发现，友好的聊天机器人会导致消费者更高的联系方式披露率。讨论了理论和实践意义。
