Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention

Since the launching of messenger chatbots by Facebook and Microsoft in 2016, m-commerce chatbots have become a new trend for businesses to communicate with their consumers. However, there exist challenges associated with m-commerce chatbots, including the lack of credibility and purchase intention s...

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Main Author:	Tee, Jessica
Format:	Thesis
Published:	2021
Subjects:	HF5548.32-.34 Electronic commerce
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id	my-mmu-ep.11421
record_format	uketd_dc
spelling	my-mmu-ep.114212023-05-22T07:18:43Z Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention 2021-03 Tee, Jessica HF5548.32-.34 Electronic commerce Since the launching of messenger chatbots by Facebook and Microsoft in 2016, m-commerce chatbots have become a new trend for businesses to communicate with their consumers. However, there exist challenges associated with m-commerce chatbots, including the lack of credibility and purchase intention surrounding recommendations by chatbots. To resolve this, recent research has advocated the approach of designing computer agents, such as, chatbots, from the social perspectives rather than solely focusing on technical aspects. This thesis follows this approach by focusing on the design of chatbots via the social rule of specialist-generalist attribution and its effects on user's perceptions, especially in the context of the multi-product category m-commerce. There are two grounded theories in this study, namely, Source Credibility and Multiple Source Effect Theory. This study adopts a within-subject designed experiment to examine the effect of the m-commerce chatbots (specialist vs. generalist) on users' perceived chatbot expertise and information credibility, social presence, and purchase intention. 73 undergraduates from Multimedia University Melaka participate in a lab-controlled experiment with stimuli consisting of videos simulating the user-agent interaction featuring the specialist and generalst design chatbots. Data analyses are conducted using statistical software SPSS version 22 and SPSS MEMORE. Findings reveal that the specialist m-commerce design enhanced users' perceived chatbot expertise, information credibility, social presence, and purchase intention as compared to the generalist m-commerce design. Further, the results indicate the significant mediating effect of users' perceived of chatbot expertise, information credibility, and social presence between chatbot assignment types (generalist versus specialist design) and user's purchase intention in m-commerce. Drawing upon the results, this study offers several contributions to research literature. 2021-03 Thesis http://shdl.mmu.edu.my/11421/ http://erep.mmu.edu.my/ masters Multimedia University Faculty of Business (FOB) EREP ID: 9899
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5548.32-.34 Electronic commerce
spellingShingle	HF5548.32-.34 Electronic commerce Tee, Jessica Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
description	Since the launching of messenger chatbots by Facebook and Microsoft in 2016, m-commerce chatbots have become a new trend for businesses to communicate with their consumers. However, there exist challenges associated with m-commerce chatbots, including the lack of credibility and purchase intention surrounding recommendations by chatbots. To resolve this, recent research has advocated the approach of designing computer agents, such as, chatbots, from the social perspectives rather than solely focusing on technical aspects. This thesis follows this approach by focusing on the design of chatbots via the social rule of specialist-generalist attribution and its effects on user's perceptions, especially in the context of the multi-product category m-commerce. There are two grounded theories in this study, namely, Source Credibility and Multiple Source Effect Theory. This study adopts a within-subject designed experiment to examine the effect of the m-commerce chatbots (specialist vs. generalist) on users' perceived chatbot expertise and information credibility, social presence, and purchase intention. 73 undergraduates from Multimedia University Melaka participate in a lab-controlled experiment with stimuli consisting of videos simulating the user-agent interaction featuring the specialist and generalst design chatbots. Data analyses are conducted using statistical software SPSS version 22 and SPSS MEMORE. Findings reveal that the specialist m-commerce design enhanced users' perceived chatbot expertise, information credibility, social presence, and purchase intention as compared to the generalist m-commerce design. Further, the results indicate the significant mediating effect of users' perceived of chatbot expertise, information credibility, and social presence between chatbot assignment types (generalist versus specialist design) and user's purchase intention in m-commerce. Drawing upon the results, this study offers several contributions to research literature.
format	Thesis
qualification_level	Master's degree
author	Tee, Jessica
author_facet	Tee, Jessica
author_sort	Tee, Jessica
title	Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
title_short	Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
title_full	Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
title_fullStr	Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
title_full_unstemmed	Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention
title_sort	effects of specialist and generalist m-commerce chatbot designs on purchase intention
granting_institution	Multimedia University
granting_department	Faculty of Business (FOB)
publishDate	2021
_version_	1776101404575793152

Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention

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