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Thesis Defense
What is this all about?
Introduction
Research Topic
Exploring Users' Perception of Chatbots in a Mobile Commerce Environment
Creating a Better User Experience by Implementing Anthropomorphic Visual and Linguistic Chatbot Features
Variables
1) Chatbot Appearance
2) Chatbot Language
3) Trust
4) Satisfaction
5) Purchase Intention
Literature Review
Social Presence Theory
Social Presence
Anthropomorphic cues, such as the human-like appearance represented through pictures or animation, can create a feeling of social presence (Qui & Benbasat, 2009
Research Model
Methodology
- 6 chatbot conditions
- Pre-test was conducted
- Manipulation check
- 265 respondents (18-60 years old)
- Videos & corresponding survey
Methodology
Robotic vs Human
Design Materials
Construct Validity & Reliability
Factor Analysis
24 items, separated by 5 factors
Trust had to be deleted
Other factors were acceptable
Cronbach Alpha confirm internal consistency
MANOVA
Findings
- No effects on purchase intention
- No interaction effect
- No mediation
- Chatbot Appearance and language have a significant effect on satisfaction
-Human Appearance and Human Language have the highest mean value
Discussion
Discussion
- Social presence theory applies to chatbots / m-commerce
- Anthropomorphic visual and linguistic cues lead to higher satisfaction
- Human cues in chatbot settings
do not trigger the uncanny valley effect
Limitation
Limitations
- Participants did not interact with the chatbot
- Participants were not asked if they are interested in purchasing a concert ticket (TPB)
- Not enough trust factors measured
- Results might differ in a more realistic setting