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政大機構典藏 > 傳播學院 > 期刊論文 > Item 140.119/156264

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/156264

Title:	Examining the interplay of chatbot interactivity and anthropomorphic design for enhancing brand relationships in service businesses
Authors:	林芝璇 Lin, Jhih-Syuan (Elaine)
Contributors:	傳播學院
Date:	2024-10
Issue Date:	2025-03-24 10:24:05 (UTC+8)
Abstract:	The current research examines how elements of chatbot design influence not only consumers’ perceptions and responses but also the processes by which they promote online-to-offline behavioral intention toward service brands. Focusing on the coffee service business, a study following a 2 × 2 between-subjects experimental design was conducted. Among the findings, the impact of interactivity on chatbot- and brand-related outcomes depended on the anthropomorphic conversational style employed; interactions with the warm, high-interactivity (vs. low-interactivity) chatbot enhanced the sense of social presence, whereas interactions with the competent, low-interactivity (vs. high-interactivity) chatbot promoted brand-related behavioral intention. Moreover, as the moderated serial mediation model demonstrated, although increased social presence shaped components of brand relationship quality (i.e. brand partner quality and brand attachment), only brand partner quality bolstered the intention to patronize the brand. The significant moderated indirect effect suggests that a warm, highly interactive chatbot design can strengthen social presence and thereby improve brand partner quality and raise the likelihood of offline patronage. Theoretical and managerial implications of the findings are discussed.
Relation:	International Journal of Advertising, pp.1-32
Data Type:	article
ISBN:	brand chatbot; interactivity; anthropomorphic conversational style; social presence; brand relationship quality
DOI 連結:	https://doi.org/10.1080/02650487.2024.2410559
DOI:	10.1080/02650487.2024.2410559
Appears in Collections:	[傳播學院] 期刊論文

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