智能客服服务情境下用户回避行为机制的研究——基于扎根理论和叙事研究的探索

Research on the Mechanism of User Avoidance Behavior in the Background of Intelligent Customer Service:An Exploration Based on Rooting Theory and Narrative Research

[目的/意义]用户回避行为是人工智能时代下人机交互过程中的一种消极反应。探究用户对智能客服的回避机制,提升消费者对智能客服的体验感和留存率,已成为业界关注的热点。[方法/过程]整合扎根理论和叙事研究方法,通过对访谈资料的编码分析,提炼出77个初始概念、25个基本范畴和7个主范畴。研究梳理范畴间的关系和作用机制,构建智能客服用户回避行为机制的理论模型。[结果/结论]用户从使用智能客服到触发回避行为会经历一系列心理和认知变化的过程;当回避驱动因素和需求满足程度影响用户心理和行为时会受到用户的个体因素和情境因素的制约。

[Purpose/significance] User avoidance behavior is a negative response in the process of human-computer interaction in the era of artificial intelligence.It has become an important issue in the industry.This is because that investigating the mechanisms behind user avoidance of intelligent customer service can enhance the overall user experience and customer retention rates.[Method/process] This paper integrated grounded theory and narrative research methods,and through coding and analyzing the interview data,extracted 77 initial concepts,25 basic categories and 7 main categories.The relationship and mechanism of action among categories were combed to construct a theoretical model of the mechanism of user avoidance behavior in intelligent customer service.[Result/conclusion] The study found that users go through a series of psychological and cognitive changes from using intelligent customer service to triggering avoidance behavior.It is further found that avoidance drivers and the degree of demand satisfaction are subject to individual and situational factors when affecting users' psychology and behavior.