Chen Shaoyuan, Wang Pengji, Wood Jacob
School of Management, Wenzhou Business College, Wenzhou, China.
JCUS Business School, James Cook University Singapore Campus, 149 Sims Drive, Singapore, 387380, Singapore.
Sci Rep. 2025 Jul 2;15(1):22559. doi: 10.1038/s41598-025-06490-z.
This study aims to explore how the different dimensions of chatbot service quality influence customers' service-switching intentions when shopping online. The dimensions of chatbot service quality are identified through a critical review of the relevant literature. Subsequently, a structural equation model is applied to test the hypotheses utilizing 575 valid responses. This study reveals that synchronicity and perceived humanness do not have a significant direct impact on customers' willingness to switch from human services to chatbot services but ability to understand and problem resolution do. Moreover, perceived shopping enjoyment fully mediates the impact of synchronicity and perceived humanness, and partially mediates the impact of ability to understand and problem resolution on customers' intentions to choose chatbot services. Additionally, active control moderates the impact of ability to understand on willingness to switch. These findings empirically validate that the four dimensions of chatbot service quality are applicable to the context of the retail e-commerce industry and service quality research should consider specific industry contexts in which the services are delivered.
本研究旨在探讨聊天机器人服务质量的不同维度如何影响顾客在网上购物时的服务转换意图。通过对相关文献的批判性回顾确定了聊天机器人服务质量的维度。随后，应用结构方程模型利用575份有效回复对假设进行检验。本研究表明，同步性和感知人性化对顾客从人工服务转向聊天机器人服务的意愿没有显著直接影响，但理解能力和问题解决能力有显著直接影响。此外，感知购物乐趣完全中介了同步性和感知人性化的影响，部分中介了理解能力和问题解决能力对顾客选择聊天机器人服务意图的影响。此外，主动控制调节了理解能力对转换意愿的影响。这些发现通过实证验证了聊天机器人服务质量的四个维度适用于零售电子商务行业背景，且服务质量研究应考虑服务提供的特定行业背景。
