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The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector

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  • Joel Mero (Järvinen)

    (University of Jyväskylä)

Abstract

In e-commerce retailing (e-retailing), where competitors are only one click away and prices are easy to compare, providing superior customer service and reciprocal communication via a company’s website are important aspects of attracting and retaining customers. One increasingly popular solution to improve customer service is a “live chat” interface that allows consumers to have real-time conversations online with customer service agents. As the literature on the impacts of real-time communication via live chat is currently very limited, this study develops and tests a model that demonstrates the moderating effects of a chat service on the relationship between two-way communication (i.e., a core element of perceived website interactivity) and customer satisfaction, trust, repurchase and word-of-mouth (WOM) intentions. The data for this study were collected via an online survey (N = 6783) targeting the existing customers of five e-retailers that actively utilize live chats as a customer service tool. The study results show that the extent to which a consumer perceives that an e-retailer is dedicated to fostering two-way communication between the consumer and the seller has significant effects on trust, satisfaction, and repurchase and WOM intentions. Moreover, the results of a multi-group analysis show that the use of a chat service positively moderates these relationships.

Suggested Citation

  • Joel Mero (Järvinen), 2018. "The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 205-217, May.
    • Handle: RePEc:spr:elmark:v:28:y:2018:i:2:d:10.1007_s12525-017-0281-2
    DOI: 10.1007/s12525-017-0281-2
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    References listed on IDEAS

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    Cited by:

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    2. Lova Rajaobelina & Line Ricard, 2021. "Classifying potential users of live chat services and chatbots," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(2), pages 81-94, June.
    3. Camilleri, Mark Anthony & Kozak, Metin, 2022. "Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective," Technology in Society, Elsevier, vol. 71(C).
    4. Aixia Li & A. Y. M. Atiquil Islam & Xiaoqing Gu, 2021. "Factors Engaging College Students in Online Learning: An Investigation of Learning Stickiness," SAGE Open, , vol. 11(4), pages 21582440211, November.
    5. Rainer Alt, 2018. "Electronic Markets and current general research," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 123-128, May.
    6. Erik Ernesto Vazquez, 2021. "Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 139-157, March.
    7. McLean, Graeme & Osei-Frimpong, Kofi, 2019. "Chat now… Examining the variables influencing the use of online live chat," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 55-67.
    8. Roland Graef & Mathias Klier & Kilian Kluge & Jan Felix Zolitschka, 2021. "Human-machine collaboration in online customer service – a long-term feedback-based approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 319-341, June.
    9. Christine Rzepka & Benedikt Berger & Thomas Hess, 2022. "Voice Assistant vs. Chatbot – Examining the Fit Between Conversational Agents’ Interaction Modalities and Information Search Tasks," Information Systems Frontiers, Springer, vol. 24(3), pages 839-856, June.
    10. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    11. Martin Adam & Michael Wessel & Alexander Benlian, 2021. "AI-based chatbots in customer service and their effects on user compliance," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 427-445, June.
    12. Javed, Muhammad Kashif & Wu, Min, 2020. "Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    14. Adam, Martin & Wessel, Michael & Benlian, Alexander, 2020. "AI-based chatbots in customer service and their effects on user compliance," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 119304, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    15. Kalanit Efrat & Shaked Gilboa, 2020. "Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 899-911, December.

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    More about this item

    Keywords

    Computer-mediated communication; Customer service; E-commerce; Live chat; Online retailing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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