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Calming the customers by AI: Investigating the role of chatbot acting-cute strategies in soothing negative customer emotions

Author

Listed:
  • Tao Zhang

    (Northwestern Polytechnical University)

  • Chao Feng

    (Nanjing University of Aeronautics and Astronautics)

  • Hui Chen

    (Ginling College, Nanjing Normal University)

  • Junjie Xian

    (Northwestern Polytechnical University)

Abstract

Although intelligent chatbot has been widely used in online customer service settings in modern E-business, scholars still have little understanding of the chatbot strategies implemented in product or service failure context. Aiming at this gap, this study explored whether, how, and when two chatbot acting-cute strategies (i.e. whimsical chatbot strategy and kindchenschema chatbot strategy) could soothe negative customer emotions when product or service failure happened. By using two experimental studies, the results demonstrated that both the whimsical chatbot strategy and the kindchenschema (baby schema) chatbot strategy could placate negative customer emotions via two mechanisms. In the high product or service failure severity context, the soothing effects of both strategies would weaken, while the kindchenschema chatbot strategy weakens less. The whimsical chatbot strategy is suitable for customers with high technology anxiety while the kindchenschema chatbot strategy is suitable for those who have low technology anxiety. The whimsical chatbot strategy was more effective with male customers than with female customers, while the kindchenschema chatbot strategy had the opposite effect. Finally, the theoretical and managerial implications were discussed.

Suggested Citation

  • Tao Zhang & Chao Feng & Hui Chen & Junjie Xian, 2022. "Calming the customers by AI: Investigating the role of chatbot acting-cute strategies in soothing negative customer emotions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2277-2292, December.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:4:d:10.1007_s12525-022-00596-2
    DOI: 10.1007/s12525-022-00596-2
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    Cited by:

    1. Rainer Alt, 2022. "Electronic Markets on AI and standardization," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 1795-1805, December.

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    More about this item

    Keywords

    Artificial intelligence; Acting-cute strategies; Chatbot; Negative customer emotion; Product or service failure;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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