Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/315700 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Journal of the Academy of Marketing Science [ISSN:] 1552-7824 [Volume:] 52 [Issue:] 6 [Publisher:] Springer US [Place:] New York, NY [Year:] 2024 [Pages:] 1651-1672
Verlag: 
Springer US, New York, NY
Zusammenfassung: 
Companies are increasingly introducing conversational reviews —reviews solicited via chatbots—to gain customer feedback. However, little is known about how chatbot-mediated solicitation influences rating valence and review helpfulness compared to conventional online forms. Therefore, we conceptualized these review solicitation media on the continuum of anthropomorphism and investigated how various levels of anthropomorphism affect rating valence and review helpfulness, showing that more anthropomorphic media lead to more positive and less helpful reviews. We found that moderate levels of anthropomorphism lead to increased interaction enjoyment, and high levels increase social presence, thus inflating the rating valence and decreasing review helpfulness. Further, the effect of anthropomorphism remains robust across review solicitors’ salience (sellers vs. platforms) and expressed emotionality in conversations. Our study is among the first to investigate chatbots as a new form of technology to solicit online reviews, providing insights to inform various stakeholders of the advantages, drawbacks, and potential ethical concerns of anthropomorphic technology in customer feedback solicitation.
Schlagwörter: 
Product reviews
Chatbots
Review solicitation
Anthropomorphism
Social presence
Interaction enjoyment
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