Journal article 309 views 61 downloads
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
Psychology and Marketing, Volume: 40, Issue: 11, Pages: 2244 - 2271
Swansea University Author:
Yogesh Dwivedi
-
PDF | Version of Record
© 2023 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0).
Download (1.41MB)
DOI (Published version): 10.1002/mar.21888
Abstract
Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions...
Published in: | Psychology and Marketing |
---|---|
ISSN: | 0742-6046 1520-6793 |
Published: |
Wiley
2023
|
Online Access: |
Check full text
|
URI: | https://cronfa.swan.ac.uk/Record/cronfa64041 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
first_indexed |
2023-08-07T18:34:23Z |
---|---|
last_indexed |
2023-08-07T18:34:23Z |
id |
cronfa64041 |
recordtype |
SURis |
fullrecord |
<?xml version="1.0" encoding="utf-8"?><rfc1807 xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:xsd="http://www.w3.org/2001/XMLSchema"><bib-version>v2</bib-version><id>64041</id><entry>2023-08-07</entry><title>Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design</title><swanseaauthors><author><sid>d154596e71b99ad1285563c8fdd373d7</sid><ORCID>0000-0002-5547-9990</ORCID><firstname>Yogesh</firstname><surname>Dwivedi</surname><name>Yogesh Dwivedi</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2023-08-07</date><deptcode>CBAE</deptcode><abstract>Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed-method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in-depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human-machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively.</abstract><type>Journal Article</type><journal>Psychology and Marketing</journal><volume>40</volume><journalNumber>11</journalNumber><paginationStart>2244</paginationStart><paginationEnd>2271</paginationEnd><publisher>Wiley</publisher><placeOfPublication/><isbnPrint/><isbnElectronic/><issnPrint>0742-6046</issnPrint><issnElectronic>1520-6793</issnElectronic><keywords>AI humanness, chatbots, customer journey, elaboration likelihood model (ELM), marketing automation, recommendation intention</keywords><publishedDay>1</publishedDay><publishedMonth>11</publishedMonth><publishedYear>2023</publishedYear><publishedDate>2023-11-01</publishedDate><doi>10.1002/mar.21888</doi><url/><notes/><college>COLLEGE NANME</college><department>Management School</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>CBAE</DepartmentCode><institution>Swansea University</institution><apcterm>SU Library paid the OA fee (TA Institutional Deal)</apcterm><funders>Swansea University</funders><projectreference/><lastEdited>2024-06-06T12:43:24.3156579</lastEdited><Created>2023-08-07T19:31:59.9846473</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Yogesh</firstname><surname>Dwivedi</surname><orcid>0000-0002-5547-9990</orcid><order>1</order></author><author><firstname>Janarthanan</firstname><surname>Balakrishnan</surname><order>2</order></author><author><firstname>Abdullah M.</firstname><surname>Baabdullah</surname><order>3</order></author><author><firstname>Ronnie</firstname><surname>Das</surname><order>4</order></author></authors><documents><document><filename>64041__28442__65f2cb9f6a5a4a399a08d79cc479e386.pdf</filename><originalFilename>64041.pdf</originalFilename><uploaded>2023-09-04T16:36:33.3673786</uploaded><type>Output</type><contentLength>1473413</contentLength><contentType>application/pdf</contentType><version>Version of Record</version><cronfaStatus>true</cronfaStatus><documentNotes>© 2023 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0).</documentNotes><copyrightCorrect>true</copyrightCorrect><language>eng</language><licence>http://creativecommons.org/licenses/by/4.0/</licence></document></documents><OutputDurs/></rfc1807> |
spelling |
v2 64041 2023-08-07 Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-08-07 CBAE Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed-method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in-depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human-machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively. Journal Article Psychology and Marketing 40 11 2244 2271 Wiley 0742-6046 1520-6793 AI humanness, chatbots, customer journey, elaboration likelihood model (ELM), marketing automation, recommendation intention 1 11 2023 2023-11-01 10.1002/mar.21888 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2024-06-06T12:43:24.3156579 2023-08-07T19:31:59.9846473 Faculty of Humanities and Social Sciences School of Management - Business Management Yogesh Dwivedi 0000-0002-5547-9990 1 Janarthanan Balakrishnan 2 Abdullah M. Baabdullah 3 Ronnie Das 4 64041__28442__65f2cb9f6a5a4a399a08d79cc479e386.pdf 64041.pdf 2023-09-04T16:36:33.3673786 Output 1473413 application/pdf Version of Record true © 2023 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng http://creativecommons.org/licenses/by/4.0/ |
title |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
spellingShingle |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design Yogesh Dwivedi |
title_short |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
title_full |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
title_fullStr |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
title_full_unstemmed |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
title_sort |
Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design |
author_id_str_mv |
d154596e71b99ad1285563c8fdd373d7 |
author_id_fullname_str_mv |
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi |
author |
Yogesh Dwivedi |
author2 |
Yogesh Dwivedi Janarthanan Balakrishnan Abdullah M. Baabdullah Ronnie Das |
format |
Journal article |
container_title |
Psychology and Marketing |
container_volume |
40 |
container_issue |
11 |
container_start_page |
2244 |
publishDate |
2023 |
institution |
Swansea University |
issn |
0742-6046 1520-6793 |
doi_str_mv |
10.1002/mar.21888 |
publisher |
Wiley |
college_str |
Faculty of Humanities and Social Sciences |
hierarchytype |
|
hierarchy_top_id |
facultyofhumanitiesandsocialsciences |
hierarchy_top_title |
Faculty of Humanities and Social Sciences |
hierarchy_parent_id |
facultyofhumanitiesandsocialsciences |
hierarchy_parent_title |
Faculty of Humanities and Social Sciences |
department_str |
School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management |
document_store_str |
1 |
active_str |
0 |
description |
Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed-method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in-depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human-machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively. |
published_date |
2023-11-01T12:43:25Z |
_version_ |
1801111947565858816 |
score |
11.021648 |