【作者】 王孟孟；

【导师】 才源源；

【作者基本信息】 上海大学 ， 企业管理， 2022， 硕士

【摘要】 近年来,智能客服的应用已成为企业及品牌降低成本、提高服务效率和提升客户体验的重要方式。智能客服已经开始逐渐接替人工客服的工作,为消费者提供多样化的服务。但是,目前关于智能客服营销效果的研究多指出智能客服的采用产生了负面的消费体验。而本研究则聚焦品牌价值观,旨在探究具有不同价值观的品牌如何通过更有效地使用智能客服来促进消费者品牌融入,并进一步探究其作用机制和边界条件。基于此研究主题,本研究开展了1项问卷调查和3项实验研究。具体而言,研究1采用问卷调查法,初步探索了品牌价值观与消费者智能客服偏好的相关关系。研究2采用实验法,在研究1的基础上进一步验证了品牌价值观与消费者智能客服偏好的因果关系,即对于具有自我超越价值观的品牌来说,相较于使用智能客服,消费者更加偏好人工客服;而对于自我提升价值观的品牌来说,消费者对智能客服与人工客服的偏好没有显著差异。研究3采用实验法,进一步证明了品牌价值观和客服类型对消费者品牌融入的因果关系及其机制,即对于自我超越价值观的品牌来说,相比采用智能客服,使用人工客服会提高消费者的感知契合度,从而提高他们的品牌融入;而对于自我提升价值观的品牌来说,采用智能客服与人工客服对于消费者的感知契合度没有显著影响,进而他们的品牌融入没有显著差异。研究4采用实验法,聚焦自我超越价值观的品牌,验证了智能客服沟通风格的调节作用,并再次证明了感知契合度的中介作用,即对于自我超越价值观的品牌来说,相较于采用能力型沟通风格的智能客服,在采用温暖型沟通风格的情况下,消费者的感知契合度更高,进而品牌融入更高。本研究聚焦品牌如何使用智能客服来促进消费者品牌融入的问题,揭示了品牌价值观和客服类型的共同作用对消费者品牌融入的影响及其作用机制,丰富了在营销智能化背景下消费者品牌融入的相关研究,同时也为企业如何基于品牌价值观特征向消费者提供智能化服务贡献了营销启示。更多还原

【Abstract】 In recent years,the application of chatbots has become an essential way for enterprises and brands to reduce costs,improve service efficiency and enhance customer experience.Chatbots have begun to take over the work of human service,providing consumers with diversified services.However,prior research on the marketing effect of chatbots points out that adopting chatbots has produced a negative consumer experience.The current research focuses on brand values,aiming to explore how brands with different values can promote consumer brand engagement through more effective use of chatbots and further explore its mechanism and boundary conditions.This study carried out a survey and three experiments.Study 1 adopted a survey to preliminarily explore the correlation between brand values and consumer preferences for chatbots.Study 2conducted an experiment to verify the causal relationship between brand values and consumer preferences for chatbots;that is,for brands with self-transcendence concepts,consumers preferred human service compared with chatbots;for brands with self-enhancement concepts,there was no significant difference between consumers’ preferences for chatbots and human service.Study 3conducted an experiment and further proved the causal relationship and mechanism between brand values and customer service types on brand engagement.That is,for brands with self-transcendence concepts,compared with chatbots,the use of human service will improve consumers’ perceived fit,thus improving their brand engagement;for brands with self-enhancement brand concepts,the adoption of chatbots and human service had no significant impact on perceived fit,and their brand engagement had no significant difference.Study 4 conducted an experiment to verify the moderating effect of chatbots’ conversational style and again verified the mediating role of perceived fit;that is,for brands with self-transcendence concepts,compared with chatbots that adopted the competent conversational style,consumers’ perceived fit was higher when adopted the warm conversational style,and then brand engagement was higher.This study focused on how brands use chatbots to promote consumer brand engagement,revealed the influence of the joint role of brand values and customer service types on consumer brand engagement and its mechanism,enriched the relevant research on consumer brand engagement in the context of marketing intelligence,and also provided marketing inspiration for enterprises on how to provide consumers with intelligent services based on the characteristics of brand values.更多还原