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Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

Yogesh Dwivedi Orcid Logo, Janarthanan Balakrishnan, Abdullah M. Baabdullah, Ronnie Das

Psychology and Marketing, Volume: 40, Issue: 11, Pages: 2244 - 2271

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1002/mar.21888

Abstract

Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions...

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Published in: Psychology and Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa64041
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spelling v2 64041 2023-08-07 Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-08-07 CBAE Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed-method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in-depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human-machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively. Journal Article Psychology and Marketing 40 11 2244 2271 Wiley 0742-6046 1520-6793 AI humanness, chatbots, customer journey, elaboration likelihood model (ELM), marketing automation, recommendation intention 1 11 2023 2023-11-01 10.1002/mar.21888 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2024-06-06T12:43:24.3156579 2023-08-07T19:31:59.9846473 Faculty of Humanities and Social Sciences School of Management - Business Management Yogesh Dwivedi 0000-0002-5547-9990 1 Janarthanan Balakrishnan 2 Abdullah M. Baabdullah 3 Ronnie Das 4 64041__28442__65f2cb9f6a5a4a399a08d79cc479e386.pdf 64041.pdf 2023-09-04T16:36:33.3673786 Output 1473413 application/pdf Version of Record true © 2023 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng http://creativecommons.org/licenses/by/4.0/
title Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
spellingShingle Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
Yogesh Dwivedi
title_short Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
title_full Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
title_fullStr Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
title_full_unstemmed Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
title_sort Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Yogesh Dwivedi
Janarthanan Balakrishnan
Abdullah M. Baabdullah
Ronnie Das
format Journal article
container_title Psychology and Marketing
container_volume 40
container_issue 11
container_start_page 2244
publishDate 2023
institution Swansea University
issn 0742-6046
1520-6793
doi_str_mv 10.1002/mar.21888
publisher Wiley
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed-method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in-depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human-machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively.
published_date 2023-11-01T12:43:25Z
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