ABSTRACT

Nowadays, chatbots is one of the fast rising artificial intelligence (AI) trend relates to the utilisation of applications that interact with users in a conversational format and mimic human conversation. Chatbots allow business to enhance customer experiences and fulfil expectations through real-time interactions in e-commerce environment. Therefore, factors influence consumer’s trust in chatbots is critical. This study demonstrates a chatbots trust model to empirically investigate consumer’s perception by questionnaire from self-reported approach and by electroencephalography (EEG) from neuroscience approach. This study starts from integrating three key elements of chatbots, in terms of machine communication quality aspect, human-computer interaction (HCI) aspect, and human use and gratification (U&G) aspects. Moreover, this study chooses EEG instrument to explore the relationship between trust and purchase intention in chatbots condition. We collect 204 questionnaires and invite 30 respondents to participate the survey. The results indicated that credibility, competence, anthropomorphism, social presence, and informativness have influence on consumer’s trust in chatbots, in turn, have effect on purchase intention. Moreover, the findings show that the dorsolateral prefrontal cortex and the superior temporal gyrus are significantly associated with building a trust relationship by inferring chatbots to influence subsequent behaviour.

摘要

如今，聊天机器人是快速崛起的人工智能 (AI) 趋势之一，涉及以对话形式与用户交互并模仿人类对话的应用程序的使用。聊天机器人允许企业通过电子商务环境中的实时交互来增强客户体验并满足期望。因此，影响消费者对聊天机器人信任的因素至关重要。本研究展示了一个聊天机器人信任模型，通过来自自我报告方法的问卷和来自神经科学方法的脑电图 (EEG) 来实证调查消费者的感知。本研究从整合聊天机器人的三个关键要素开始，分别是机器通信质量方面、人机交互 (HCI) 方面以及人类使用和满足 (U&G) 方面。而且，本研究选择 EEG 工具来探讨聊天机器人条件下信任与购买意愿之间的关系。我们收集了 204 份问卷，邀请 30 名受访者参与调查。结果表明，可信度、能力、拟人化、社会临场感和信息性影响消费者对聊天机器人的信任，进而影响购买意愿。此外，研究结果表明，通过推断聊天机器人影响后续行为，背外侧前额叶皮层和颞上回与建立信任关系显着相关。拟人化、社会临场感和信息性影响消费者对聊天机器人的信任，进而影响购买意愿。此外，研究结果表明，通过推断聊天机器人影响后续行为，背外侧前额叶皮层和颞上回与建立信任关系显着相关。拟人化、社会临场感和信息性影响消费者对聊天机器人的信任，进而影响购买意愿。此外，研究结果表明，通过推断聊天机器人影响后续行为，背外侧前额叶皮层和颞上回与建立信任关系显着相关。