| Author: | Lo, Kin On Gregory |
| Title: | A study of text- and voice-based chatbot anthropomorphism as a professional salesperson and its implication on customer satisfaction using an scenario-based approach |
| Advisors: | Cho, Vincent (MM) |
| Degree: | D.B.A. |
| Year: | 2022 |
| Subject: | Artificial intelligence Electronic commerce Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | v, 154 pages : color illustrations |
| Language: | English |
| Abstract: | Embraced with continuous improvement in the emerging technology and marketing technology, the possibility of using machines to replace humans in certain professions might become reality one day. Chatbot, is a computer program that is designed to simulate text-based and/or voice-based conversation on Internet with human users, has gained its popularity in recent decade. According to a report posted on the news website Business Insider (2019), the chatbot market size is expected to reach US$9.4 billion by 2024, an almost 4 times growth from US$2.6 billion recorded in 2019. The ability of chatbot to execute a sales process is improving owing to the advancement of artificial intelligence (AI) and machine learning (ML), chatbot could become a new trend in the near future reinventing a completely novice e-commerce landscape. In this study, I am taking the attempt to investigate the six core traits and characteristics of a professional salesperson, namely relevancy, sensor of humor, engagement, proactiveness, emotional intelligence and politeness, on how they may impact chatbot anthropomorphism and customer satisfaction using an experimental approach. Based on the results, most hypotheses were supported. Sensor of humor and politeness posited the most significant impact on anthropomorphic chatbot and customer satisfaction. These findings not only enriched the Anthropomorphism Theory, but also extended to both the chatbot and the sales and marketing literature as this study was being the first to provide a comprehensive view applying the six core traits of professional salesperson in the chatbot studies. From a practical perspective, several insights were also offered to business owners, chatbot software developers and designers on the applicability of chatbot and the long term benefits that chatbot could induce. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6348.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 16.65 MB | Adobe PDF | View/Open |
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