Live chat services and chatbot functionalities are experiencing significant growth within companies in the financial sector and growing consumer interest. But which consumers (segments) are more or less interested in these tools? Companies with an online presence would be well advised to profile potential users of these two important tools. This study seeks to classify potential users of live chat services and chatbots. A telephone interview questionnaire is administered to 342 panelists of a recognized Canadian research firm. A two-step cluster analysis is used to reveal natural groupings in the data set. Research conducted identifies four distinct segments, namely Women divided interest, Men partially interested, Age 35–44 partially interested and Older disinterested. This study brings to the fore information essential to the development of effective marketing strategies for reaching the different segments [e.g. develop and evidence an online end-to-end purchasing process for segment (1); provide good Web visibility for segment (2); ensure the presence of competitive offers and Web comparators for segment (3); and, pursue a more traditional approach for segment (4)]. This study represents the first ever classification of individuals based on their interest in emerging services (live chat services and chatbots).

实时聊天服务和聊天机器人功能在金融领域的公司中正经历着显着增长，并且消费者的兴趣也在不断增长。但是，哪些消费者（细分市场）或多或少对这些工具感兴趣？建议具有在线业务的公司介绍这两个重要工具的潜在用户。本研究旨在对实时聊天服务和聊天机器人的潜在用户进行分类。电话采访调查问卷被管理给加拿大一家知名研究公司的342名小组成员。使用两步聚类分析来揭示数据集中的自然分组。Research进行识别四个不同的段，即妇女 分为 兴趣，男性 部分 有兴趣，年龄35-44岁部分 感兴趣，而Older 不感兴趣。这项研究首先提出了对于开发有效的营销策略以达到不同细分市场必不可少的信息（例如，开发和证明细分市场（1）的在线端到端购买过程；为网段（2）提供良好的Web可见性；确保存在细分市场（3）的竞争性报价和Web比较器；并针对第（4）段采用更传统的方法]。这项研究代表了个人根据对新兴服务（实时聊天服务和聊天机器人）的兴趣进行的首次分类。