Too Informal? How a Chatbot’s Communication Style Affects Brand Attitude and Quality of Interaction
Liebrecht, Christine; Sanders, Lena; van Hooijdonk, C.M.J.; Følstad, Asbjørn; Araujo, Theo; Papadopoulos, Symeon; Law, Effie L.-C.; Luger, Ewa; Goodwin, Morten; Brandtzaeg, Petter Bae
(2021)
Chatbot Research and Design, volume 12604 LNCS, issue 1, pp. 16 - 31
Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), volume 12604 LNCS, issue 1, pp. 16 - 31
4th international conference on chatbot research, volume 12604 LNCS, issue 1, pp. 16 - 31
(Part of book)
Abstract
This study investigated the effects of (in)formal chatbot responses and brand familiarity on social presence, appropriateness, brand attitude, and quality of interaction. An online experiment using a 2 (Communication Style: Informal vs. Formal) by 2 (Brand: Familiar vs. Unfamiliar) between subject design was conducted in which participants performed customer service
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tasks with the assistance of chatbots developed for the study. Subsequently, they filled out an online questionnaire. An indirect effect of communication style on brand attitude and quality of interaction through social presence was found. Thus, a chatbot’s informal communication style induced a higher perceived social presence which in turn positively influenced quality of the interaction and brand attitude. However, brand familiarity did not enhance perceptions of appropriateness, indicating participants do not assign different roles to chatbots as communication partner.
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Keywords: Brand familiarity, Chatbots, Communication style, Conversational human voice, Social presence, Theoretical Computer Science, Computer Science(all)
ISSN: 0302-9743
ISBN: 978-3-030-68287-3
978-3-030-68288-0
Publisher: Springer Cham
Note: Publisher Copyright: © 2021, Springer Nature Switzerland AG.
(Peer reviewed)
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