人工智能聊天机器人在数字营销中的应用:文献综述

Application of Artificial Intelligence Chatterbot in Digital Marketing-Literature Review

聊天机器人通过智能终端几乎可触及每一个人,加速了改变企业和消费者共享的环境,塑造了市场行为。通过文献综述,结合数字营销研究框架,对相关的文献研究结果进行分类和综合,识别聊天机器人在营销过程和营销战略上产生或可能产生重大影响的关键接触点,并指出人工智能聊天机器人在数字营销领域存在的未来研究方向:(1)人与聊天机器人交互模型需要系统考虑更多影响因素;(2)重新认识顾客行为;(3)需要更多地探索聊天机器人对市场营销行为的影响;(4)需要识别在营销活动中采用聊天机器人的隐形成本;(5)伦理与人机交互规则需要重视;(6)需要研究聊天机器人对顾客价值和公司价值方面的影响;(7)需要重视聊天机器人对市场营销战略的影响。

Chatterbots have nearly touched everyone through intelligent terminals.They accelerate changes of the environment shared by firms and consumers,and reshape the marketing behaviors.Through conducting the systematic literature review and adopting a digital marketing research framework,the relevant literature research results are classified and synthesized,the key touchpoints in the marketing process and strategies are identified,and the future directions of research are figured out regarding the application of chatterbots in digital marketing:(1)More influencing factors in interactive model of human-chatterbots need to be considered;(2)Customer behavior needs to be rediscovered;(3)The influence of chatterbots on marketing behavior needs more exploration;(4)Hidden cost of adopting chatterbots in marketing activities needs to be identified;(5)More attention should be paid to ethics and human-chatterbots interactive rules;(6)The effect of chatterbots on customer value and firm value needs to be verified;(7)More attention should be paid to the impact of chatterbots on marketing strategies.