Влияние коммуникативного тона чат-бота на удовлетворенность и намерения клиентов в онлайн-ретейле
DOI:
https://doi.org/10.21638/spbu18.2024.405Аннотация
Цель исследования: определить, как использование чат-ботом различных коммуникативных тонов влияет на удовлетворенность и поведенческие намерения клиента.
Методология исследования: онлайн-опрос потребителей с экспериментальными сценариями, в которых описывается ситуация общения клиента интернет-магазина с чат-ботом, применяющим формальный, эмпатический или шутливый тон в двух контекстах — при уточнении потребителем условий доставки товара и в процессе решения проблемы с доставкой.
Результаты исследования: в работе выдвинуты эмпирически протестированные теоретические предположения о влиянии коммуникативного тона на реакцию потребителей. Показано, что эмпатический тон способствует восприятию чат-бота как человека и положительно воздействует на удовлетворенность и готовность рекомендовать компанию, но не пользоваться чат-ботом; шутливый тон негативно влияет на все исследуемые аспекты реакции потребителя.
Оригинальность и значимость результатов: исследование является первым, в котором сравнивается влияние двух неформальных коммуникативных тонов чат-бота как на оценочную, так и на поведенческую реакцию потребителей. Полученные результаты могут быть учтены компаниями в сфере онлайн-ретейла при проектировании пользовательского интерфейса чат-ботов.
Ключевые слова:
чат-бот, коммуникативный стиль, юмор, эмпатия, удовлетворенность, клиентский опыт, готовность рекомендовать, электронная коммерция
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Библиографические ссылки
Литература на русском языке
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Опубликован
30.12.2024
Как цитировать
Головачева, К. С., & Иванников, Р. В. (2024). Влияние коммуникативного тона чат-бота на удовлетворенность и намерения клиентов в онлайн-ретейле. Российский журнал менеджмента, 22(4), 719–741. https://doi.org/10.21638/spbu18.2024.405
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Раздел
Теоретические и эмпирические исследования
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Статьи журнала «Российский журнал менеджмента» находятся в открытом доступе и распространяются в соответствии с условиями Лицензионного Договора с Санкт-Петербургским государственным университетом, который бесплатно предоставляет авторам неограниченное распространение и самостоятельное архивирование.
