The impact of confusion caused by chatbots on consumer experience in the tourism industry.
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2023-07-13
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en
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This thesis aimed at investigating the relationship between consumer confusion and the sensory and behavioral dimensions of the consumer experience, specifically in the context of chatbots. The impact of confusion on consumer satisfaction and loyalty, and the mediating effect of the consumer experience between confusion and the outcomes, were also examined. A total of 200 participants took part in an experimental study where they interacted with a shopping chatbot. Structural equation modeling was used to analyze the hypothesized relationships.
The findings revealed a direct negative association between confusion and satisfaction as well as loyalty. Additionally, a significant indirect effect from confusion to the outcomes through the behavioral dimension was observed.
This study contributes to the existing literature by deepening our understanding of the complex concept of consumer experience and its relationship with confusion in the context of chatbots. It also highlights the interplay between the sensory and behavioral dimensions of the consumer experience.
The findings suggest that managers can enhance the consumer experience by promptly providing automatic assistance when confusion is detected. Additionally, incorporating an "I don't understand" button can help firms in minimizing confusion.
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Faculteit der Managementwetenschappen