混合在线客服对消费者购买转化的影响研究

Impact of Hybrid Online Customer Service on Consumer Purchase Conversion

【目的】探究电子商务中混合在线客服对消费者购买转化的影响。【方法】以企业数据为样本,利用Logit模型探究人工客服、智能客服及二者交互项对消费者购买转化的影响,并通过分组回归讨论混合在线客服对消费者购买转化的异质性效果。【结果】在混合在线客服提供模式下,人工客服、智能客服的使用对消费者购买转化有显著的正向作用,人工客服与智能客服的使用之间存在替代关系。【局限】混合在线客服对消费者购买转化的研究有待扩展,未来可以考虑将消费者收入、消费习惯等因素加入研究模型并对会话内容进行分析。【结论】本研究关注消费者实际购买转化,为电商企业制定有效的客户服务运营策略提供参考和建议。

[Objective]This paper investigates the impacts of hybrid online customer service on consumer purchase conversion in e-commerce.[Methods]Using enterprise data as the sample,we employed the Logit model to explore the effect of human customer service,intelligent customer service,and their interaction on consumer purchase conversion.This paper also discussed the heterogeneous effects of hybrid online customer service on consumer purchase conversion with grouping regression.[Results]Under the hybrid online customer service mode,human customer service and intelligent customer service had significant positive impacts on consumer purchase conversion.There was a substitution relationship between human customer service and intelligent customer service.[Limitations]More research is needed to add consumer income and consumption habits to the proposed model and analyze conversation content.[Conclusions]This study focuses on actual consumer purchase conversion.It provides suggestions for e-commerce companies to develop effective customer service operation strategies.