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


Tee, Jessica (2021) Effects of Specialist And Generalist M-Commerce Chatbot Designs on Purchase Intention. Masters thesis, Multimedia University.

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Official URL: http://erep.mmu.edu.my/


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.

Item Type: Thesis (Masters)
Additional Information: Call No: HF5548.34 .T44 2021
Uncontrolled Keywords: Mobile commerce
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 22 May 2023 07:18
Last Modified: 22 May 2023 07:18
URII: http://shdl.mmu.edu.my/id/eprint/11421


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