Recent researches show that chatbots — when clearly identified and not overly humanised — help consumers feel less embarrassed during such purchases. They hypothesised that consumers with high self-presentation concerns would see an ambiguous chat agent to be human to brace for potential embarrassment. Comfort of KnowingThe research also examined consumer responses to clearly identified chatbots. Contrary to earlier findings suggesting negative reactions to known chatbots, Jin and her team found that consumers preferred clearly identified chatbots over human agents when self-presentation concerns were active. Businesses should consider avoiding overly humanising chatbots in scenarios where self-presentation concerns are likely to be high, such as online pharmacies or stores selling personal care products.

Source: The Hindu June 09, 2024 11:12 UTC