用户持续使用客服机器人意愿的影响因素

Influencing Factors of Users’ Continuance Intention of Chatbots

摘要:

目前国内对客服机器人应用的研究多以一般性电子服务为对象或者聚焦于奢侈品行业和社交网站等，对头部电商平台客服机器人的用户体验研究不足。为此，基于技术接受模型和信息系统成功模型，结合电商领域客服机器人特征，构建包含信息质量、系统质量、感知有用性、感知易用性、感知享受、用户满意度、持续使用意愿等7个变量的客服机器人用户持续使用意愿模型，通过问卷调查法收集数据，采用结构方程模型实证检验用户持续使用客服机器人意愿的影响因素。结果表明：信息质量、感知有用性、感知享受对用户满意度有显著的正向影响；系统质量、感知易用性对满意度的直接促进作用不显著，但可分别通过信息质量、感知有用性对用户满意度产生一定积极影响；用户满意度是持续使用意愿的重要预测因素。据此提出相关组织应加强机器人问题理解、意图识别等核心技术研发，定期维护系统、关注界面功能设计，并形成用户画像，以满足用户的个性化需求，同时建立客观的服务评价功能体系，合理开发附加功能或服务以增进平台趣味性，提升人机交互体验。

Abstract:

Domestic research on chatbots application has mainly focused on general electronic services, the luxury industry, and social networking sites. There needs to be more research on the user experience of chatbots on e-commerce platforms. Based on the technology acceptance model and the information system success model, combined with the characteristics of chatbots in the field of e-commerce, this paper constructs the influencing factors mode of customer continuance intention of chatbots, which included seven variables—information quality, system quality, perceived usefulness, perceived ease of use, perceived enjoyment, user satisfaction, and continuance intention. The data was collected by questionnaire survey, and the structural equation model was used to test these factors empirically. The results show that information quality, perceived usefulness, and perceived enjoyment significantly have a positive impact on user satisfaction; System quality and perceived ease of use do not directly have a significant effect on user satisfaction but can exert a positive influence through information quality and perceived usefulness, respectively. User satisfaction is an essential predictor of continuance intention. On this basis, suggestions are provided for related organizations: strengthen the research and development of chatbots’ core technologies such as problem understanding and intention identification, regularly maintain the system, pay attention to the design of interfaces and functions, and form consumer portraits to meet individual needs. Furthermore, an objective service evaluation system could be established, and additional features or services that enhance the fun of the platform and improve the human-computer interaction experience should be developed reasonably.