Consumers don’t always want to talk to a real person when they’re shopping online, Ohio State University researchers find
Research shows people would rather interact with a human customer service agent than a chatbot , unless they're embarrassed about the subject matter, OSU researchers found. Then most prefer the chatbot over the human.COLUMBUS, Ohio – When it comes to customer service, a new study suggests that there are times we’d prefer to talk to bot rather than an actual human being.
“Chatbots are becoming more and more common as customer service agents, and companies are not required in most states to disclose if they use them,” Reczek said. “But it may be important for companies to let consumers know if they’re dealing with a chatbot.”paper, the researchers asked 386 undergraduate students to imagine buying either antidiarrheal or hay fever medication.
“It was as if the participants were proactively protecting themselves against embarrassment by assuming the chatbot could be human,” Walker said. As the researchers hypothesized, participants were more likely to provide their email address if they thought they were interacting with a chatbot than a human .
Jin, who is now an assistant professor at the University of Notre Dame, said the results suggest companies need to pay attention to the role of chatbots in their business, and what types of user experiences are most effective.
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