The effect of social distance on purchase intention in the media richness of chatbot

• Main Authors: I-CHEN KAO, 高怡蓁
• Other Authors: Hsiao-Lan Wei
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5x97tb

碩士 === 國立臺灣科技大學 === 資訊管理系 === 107 === In the recent year, with the rapid development of chatbots, chat commerce becomes a new trend in e-commerce. More and more enterprises or retailers would like to develop a chatbot which can communicate with their customers. Nowadays, the number of using messaging Apps increased, messaging Apps ,such as Facebook Messenger,Telegram and Kik, announced tools for developers to build bots in their apps. People could interact with chatbots through these messaging Apps. Then, more and more enterprises develop their chatbots in messaging Apps.In order to make a good reputation and create more profits for enterprises, they expect to use chatbots to communicate with their customers instantly. Prior studies focused on improving chatbots’ natural language. Recent studies have suggested that people satisfied with chatbots’ characteristics such as interactivity, information quality, usefulness, ease of use and compatibility.However, chatbot is a new communication medium and little studies have researched chatbots’ media richness enhance purchase intention. Therefore, the purpose of this research is to explore whether users’ sense of distance by using an unfamiliar chatbot could be reduced by “Immediate feedback”, “Personal focus”, “Multiple of information cues” and that increase users’ purchase intention. This empirical study conducted a questionnaire survey of the users who have experienced the eBay ShopBot. In total, 380 questionnaires were obtained. 43 questionnaires were determined as invalid ,leaving 337 valid responses. According to the results, this research suggests “Immediate feedback”, “Personal focus” and “Multiple of information cues” has negatively influence on “Social distance” in using chatbot； “Social distance” has negatively influence on “Purchase intention” in using chatbot. Hence, the research consider that it is vital to realize which feature of chatbots could reduce the distance between users and chatbots when enterprises develop chatbots. By establishing the closeness between chatbots and customers , customers would intend to buy things in chatbots.