The impact of interaction, trust, anthropomorphism, and usage level of chatbots on customer satisfaction in online retailing

Year 2024, , 81 - 100, 21.10.2024

Keti Ventura , Tuğberk Karabaşak

https://doi.org/10.33707/akuiibfd.1459114

Abstract

Today, chatbots are becoming increasingly common in online retail environments, causing brands to redesign how they interact with customers and deliver services. It is seen that chatbot services are increasing to create a better customer experience and gain a competitive advantage, especially due to the increase in the young population, busy work schedules, and the rapid spread of online retailing. Although chatbots have many features, especially interaction, the perception of trust and anthropomorphic features, which refer to the attribution of human characteristics to inanimate beings, affect users' satisfaction levels. Accordingly, this study aims to measure the effect of consumer perceptions of interaction, trust, anthropomorphic features, and chatbot usage on customer satisfaction in online retailing. In this context, 396 people were reached by using the convenience sampling method, and the survey technique was used as the data collection method. The data obtained were analyzed in the SPSS 25 program. Although the research findings show that the interaction, trust, and anthropomorphism characteristics and usage levels of chatbots positively affect customer satisfaction, the trust variable provides the strongest effect.

Keywords

Chatbot, Online retailng, Customer Satisfaction, Anthropomorfizm

Çevrimiçi perakendecilikte sohbet robotu kullanımında etkileşim, güven antropomorfizm ve kullanım seviyesinin müşteri memnuniyetine etkisi

Abstract

Günümüzde sohbet robotları, çevrimiçi perakende ortamlarında giderek yaygınlaşmakta ve markaların müşterilerle etkileşim kurma ve hizmet sunma biçimlerini yeniden tasarlamalarına neden olmaktadırlar. Özellikle genç nüfus yoğunluğunun artması, yoğun iş temposu ve çevrimiçi perakendeciliğin hızla yayılması gibi nedenlerle daha iyi müşteri deneyimi yaratmak ve rekabet avantajı elde etmek amacıyla sohbet robotu hizmetlerinin giderek arttığı görülmektedir. Sohbet robotlarının çok sayıda özelliği olmasına karşın, özellikle sohbet robotlarıyla kurulan etkileşim, sohbet robotlarına yönelik güven algısı ve cansız varlıklara insani özellikler yüklenmesini ifade eden antropomorfik özellikler, kullanıcıların memnuniyet düzeylerini etkilemektedir. Bu doğrultuda araştırmanın amacı, çevrimiçi perakendecilikte kullanılan sohbet robotlarının etkileşim, güven, kullanım seviyesi ve antropomorfik özelliklere ilişkin tüketici algılarının müşteri memnuniyetine etkisini ölçmektir. Bu kapsamda örnekleme yöntemi olarak kolayda örnekleme yöntemi, veri toplama yöntemi olarak da anket tekniği kullanılarak 396 kişiye ulaşılmıştır. Elde edilen veriler SPSS 25 programında analiz edilmiştir. Araştırma sonucunda, sohbet robotlarının etkileşim, güven, antropomorfizm özellikleri ile kullanım seviyesinin müşteri memnuniyeti üzerinde olumlu bir etkiye sahip olduğunu ancak, en kuvvetli etkinin güven değişkeninden sağlandığı ortaya çıkmıştır.

Keywords

Sohbet robotu, Çevrimiçi Perakendecilik, Müşteri memnuniyeti, Antropomorfizm

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