人机交互vs.人人交互:对交互对象的身份认知和双面论证策略在商务对话中的影响

Human-chatbot Interaction vs.Human-human Interaction:Effects of Service Agent Perception and Two-sided Arguments in Conversational Commerce

对话商务已成为消费者最常用的与商家沟通的渠道之一,聊天机器人在其中的应用已越来越广泛。学术界有必要探究人与智能体间的交互行为规律,从而为聊天机器人的设计与应用提供指导。本文对比商务对话中的人机交互与人人交互,研究在线客服对话中,用户对交互对象的认知是机器人或人工以及采用双面论证或单面论证的对话设计对交流效果和体验的影响。本研究采用实验室实验,使用人机交互领域的沃兹原型(Wizard of Oz)方法。结果表明,在人机对话中,双面论证对用户的购买意愿无显著影响,而在人人对话中,双面论证对用户的购买意愿产生负面影响。当用户面对机器人客服时,双面论证对客服可信度和用户愉悦度的积极影响比人人对话中更明显。

The fact that conversational commerce has been one of the most favorable ways for companies to reach customers has generated an increasing number of use cases for chatbots.Making a comparison between human-chatbot communication and human-human communication can shed light on the behavioral rules which determine how humans interact with intelligent agents and provide design and application guidelines for chatbots.This study compares human-chatbot conversation with human-human conversation in the context of online customer service to figure out whether two-sided arguments have different effects on users’purchase intentions and experiences.A laboratory experiment is conducted with a 2(user’s perception of the customer service agent:chatbot vs.human)×2(conversation design:two-sided argument vs.one-sided argument).The experiment applies Wizard of Oz method,with humans performing service tasks while giving the impression to that users they are chatting with chatbots.The results show that in human-human communication,two-sided arguments have a negative impact on users’purchase intention for the product,while in hu-man-chatbot communication,the effect is non-significant.When users believe they are interacting with a chatbot,the positive effects of two-sided arguments on user perceptions of source credibility and pleasure are amplified.