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http://dx.doi.org/10.14400/JDC.2022.20.3.297

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

Yoo, Kun-Woo (School of Management, Kyunghee University)
Publication Information
Journal of Digital Convergence / v.20, no.3, 2022 , pp. 297-307 More about this Journal
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.
Keywords
AI Chatbot; Uncertainty; Social Presence; Anthropomorphism; Product Attitude; Choice Deferral;
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