Research On The Impact Of Robot And Artificial Hybrid Customer Service On Consumers' Purchase Decision

In the environment where the e-commerce industry is extremely prosperous and network information is too complicated,the customer service can promote the completion of transactions by reducing uncertainty and establishing trust relationships.The service quality of the customer service system determines the success or failure of the transaction to a certain extent.With the development of artificial intelligence,robot customer service has been introduced into the customer service system,which affects the purchase behavior of consumers.This paper constructs models from three aspects: the influence of robot customer service on purchase conversion,whether the influence of hybrid customer service on purchase conversion is regulated by information clues,and the influence of communication characteristics of hybrid customer service and consumer on purchase conversion.From the perspective of actual business,this paper evaluates the hybrid customer service effect and studies the influencing factors.First,this paper explores the influence of robot customer service on consumer purchase conversion.In order to solve the endogenous of whether users choose to use robot customer service or artificial customer service,this paper uses instrumental variable and simultaneous equations to build the model.The results show that the robot customer service has a significant positive impact on the purchase conversion of users,and the artificial customer service also has a significant positive impact on the purchase decision of consumers.Secondly,this paper further studies whether the influence of robot and artificial hybrid customer service on consumer purchase conversion is regulated by information cues.This paper selects the sales and price displayed on the page as information clues,constructs the treatment effect model,and calculates the marginal effect of hybrid customer service at different levels of sales and price.The results further verify that hybrid customer service can positively affect consumers' purchase decisions.The service effect of the hybrid customer service is positively regulated by product sales.Compared with products with low sales,products with high sales are more likely to be purchased after communication between buyers and sellers.The service effect of the hybrid customer service is also positively regulated by product price.After communicating with hybrid customer service,products with high price are more likely to be purchased by consumers.After confirming that the robot and artificial hybrid customer service has a significant positive impact on the purchase conversion of users,this paper further explores the influence of the cognitive and emotional expression of both parties on the effect of hybrid customer service during the communication process.After text processing and feature extraction of user conversations,this paper constructs respectively logistic regression models for the communication characteristics of users and hybrid customer service in conversations.The results show that the more messages the hybrid customer service sends,the more positive emoticons are used,and the less negative emotion words are used,the more they can guide users to complete the purchase conversion.When users send more messages and use less negative emotion words,they can show higher purchase intention.