Research On The Effect Of Artificial Intelligence Chatbot On Consumers' Attitude In Online Customization Process

Recent years,artificial intelligence is developing rapidly and introduced into service to replace human labor.Customization is one of the main services artificial intelligence provides.Customization,as the core marketing strategy of enterprise,is expected to improve consumers' participation and satisfaction.However,there are many different opinions about artificial intelligence' effect in customer satisfaction.This dissertation focuses on the scenario of customization provided by artificial intelligence online chatbot,mainly discusses the impact of artificial intelligence online chatbot on consumers' customization participation intention,process satisfaction and result satisfaction,as well as its internal mechanism and boundary effect.This dissertation takes customization provided by AI online chatbot as the research background,through an exploratory study to explore the difference between consumers' cognition of AI online chatbot and human agent,and explores "the underneath mechanism of AI chatbot on consumers' customization participation in the early stage of customization","the underneath mechanism of AI chatbot on consumers' process satisfaction in the middle stage of customization" and "the underneath mechanism of AI chatbot on consumers' result satisfaction in the later stage of customization " through three empirical researches.The first exploratory study explores the similarities and differences between consumers' cognition of AI chatbot and human agent through second-hand data and experimental methods.In addition,the detailed cognitive and emotional abilities of consumers are further discussed.The first research based on self-presentation theory,through four studies,the results demonstrate that AI online chatbot can improve consumers' customization participation than human agent in early stage of customization.This effect is moderated by consumers' public self-awareness and brand familiarity.Only in a high consumers' public self-awareness situation or low brand familiarity circumstance,the decrease of self-presentation concern brought by AI online chatbot can significantly lead to an increase in consumers' customization participation.These effect are demonstrated by four studies.The second research based on self-focus theory,proposes that AI online chatbot will reduce the customer satisfaction in the customization process than human agent in middle stage of customization.This negative effect can be reduced through multiple-choice communication method.Through three studies,the main effect is proved.In addition,this negative effect is affected by communication strategy.The third research based on construal level theory,proposes that the matching effect of online agent(artificial intelligence vs.human)and customized product presentation(attribute-based vs.alternative-based)can help to improve consumers' satisfaction in the late stage of customization.This matching effect is more significant when consumers are in a high need for uniqueness.Through five studies,the above matching effect and the moderating role of consumer uniqueness pursuit are confirmed.In the final part of the dissertation,the main findings of the dissertation are summarized.This dissertation contributes to the application and psychological mechanism of artificial intelligence in customization,and provides practical guidance for enterprises to apply artificial intelligence in customization.