Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention |
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| Institution: | 1. Department of Tourism Management, Hainan University, China;2. Department of Computer Science and Cyberspace Security, Hainan University, China;3. School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa;4. School of Business, Pusan National University, South Korea;1. School of Business Administration, Faculty of Bisiness Administration, Southwestern University of Finance and Economics, No. 555, Liutai Avenue, Wenjiang District, 611130, Chengdu, Sichuan Province, China;2. Spears School of Business, Oklahoma State University, 365 Nancy Randolph Davis, 74078, Stillwater, OK, USA;3. Business and Tourism School, Sichuan Agricultural University, Sichuan Agricultural University, No.288, Jianshe Road, Dujiangyan, 611830, Chengdu, Sichuan Province, China;4. College of Tourism and Service Management, Nankai University, No.38, Tongyan Road, Haihe Education Park, Jinnan District, 300350, Tianjin, China;1. Business Management Institute of Henan University, Business School of Henan University, Kaifeng City, Henan Province, China;2. School of Economics and Management, Beijing Jiaotong University, Beijing, China;3. Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China;1. College of Economics & Management, Huazhong Agricultural University, Wuhan, China;2. EMLYON Business School, Ecully Cedex 69134, France;3. School of Management, Huazhong University of Science and Technology, Wuhan, China;4. Saunders College of Business, Rochester Institute of Technology, 105 Lomb Memorial Drive, LOW-A314, Rochester, NY 14623, USA;1. College of Tourism, Hainan University, Haikou, China;2. School of Economics and Management, Beijing Jiaotong University, Beijing, China;3. School of Business, Pusan National University, Republic of Korea |
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| Abstract: | In the digital environment, chatbots as customer service agents assist consumers in decision making. Based on the computers-are-social-actors paradigm, this study examines the perceived differences in communication quality and privacy risks between different service agents and their impact on consumers' adoption intention, and investigates whether these perceived differences might depend on differences in the user's human interaction need. A series of five scenario-based experiments were carried out to collect data and test hypotheses. It was discovered that: different types of service agents directly affect consumers' adoption intention; perceived communication quality and privacy risk mediate the effect of service agent type on adoption intention; the effects of service agent type on perceived accuracy, communicative competence, and privacy risk are moderated by the need for human interaction. The findings of this study provide important insights into the rational use of human?computer interacation in e-commerce. |
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| Keywords: | Human?computer interaction Chatbots Computers as social actors Communication quality Privacy risks |
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