The Effect of Perceived Warmth, Competence, and Social Presence of AI-Driven Chabots on Consumers' Engagement and Satisfaction

초록

Recent research on chatbots has revealed consumers' skeptical attitudes toward them in the form of less interaction and inconsistent use intentions. This study investigates how three social attributes of chatbots (perceived warmth, perceived ability, and social presence) affect consumers' perceived trust in chatbots and their intention to use them. Furthermore, the moderating effect of Implicit theory on perceived trust, willingness to use, and interaction satisfaction was tested. An empirical analysis of a questionnaire survey of 303 consumers indicated that the perceived warmth, competence, and social presence of chatbots positively influence consumers' trust in chatbots. Moreover, the perceived trust toward chatbots mediates the relationship between the perceived warmth, competence, and social presence of chatbots (IV), consumers' continuous usage intention, and interaction (DV) satisfaction. Moreover, Implicit theory, as beliefs about the variability of human characteristics (such as intelligence, personality) gradually formed by individuals in interpersonal interactions, can affect individuals' cognitive processing and behavioral decision-making. Implicit self-theory can be divided into Entity theory and gradient theory based on different beliefs. This article examines the applicability of Implicit self-theory in the field of trust and explores the moderating role of Implicit self-theory. Whether it is the entity theorist or gradient theorist, once they trust a chatbot, they will increase their willingness to use it and improve their interaction satisfaction. It also discusses ways to improve the design of chatbots and maximize their utility, providing theoretical and managerial implications for scholars and practitioners.

키워드