旅游网站机器人客服身份披露和服务属性对顾客满意度的交互影响研究  

Research on the Interactive Impact of Identity Disclosure and Service Attribute Type on Customer Satisfaction in Tourism Websites

作　　者：张初兵[1] 李天歌 常颖 ZHANG Chubing;LI Tiange;CHANG Ying(School of Business,Tianjin University of Finance and Economics,Tianjin 300222,China)

机构地区：[1]天津财经大学商学院,天津300222

出　　处：《旅游科学》2024年第3期44-61,共18页Tourism Science

基　　金：教育部人文社会科学研究项目“在线品牌社区社会惰化的形成机制研究”(16YJC630166);天津市研究生科研创新项目“消费者与智能对象关系类型对主观幸福感的影响机制研究”(2021YJSB354)。

摘　　要：基于技术的发展,旅游网站机器人客服对话质量显著提高,在互动方面和人工客服具有高度相似性。顾客是否知晓机器人客服的真实身份会影响满意度。然而,现有研究较少结合服务属性探究旅游网站机器人客服身份披露对顾客满意度的影响机制。基于此,文章利用两个实验讨论了机器人客服身份披露和服务属性对顾客满意度的交互作用及内在机制。结果表明:在享乐属性的服务中,无身份披露(vs.有身份披露)的机器人客服更能提高顾客的满意度;在实用属性的服务中,身份披露对满意度作用不显著。同时,能力感知在其中发挥中介作用。研究结论不仅丰富了与机器人客服身份披露相关的研究,也为旅游网站机器人客服身份披露提供了理论指导。Based on the development of technology,the quality of dialogues of chatbots on tourism websites has been significantly improved,and it is highly similar to human in terms of interaction.The true identity of chatbot affect customers’evaluation of the service.However,only limited existing research explores the influence mechanisms of chatbot identity disclosure on customer satisfaction in the context of tourism websites,particularly in conjunction with service attributes.Based on this,this paper used two experiments to discuss the interaction and internal mechanism of identity disclosure and service attributes on customer satisfaction.The findings demonstrate that,in hedonic services,nondisclosed(vs.disclosed)chatbots yield greater improvements in customer satisfaction.Conversely,in utilitarian services,identity disclosure has no significant impact on satisfaction.Notably,perceived competence plays a mediating role in this process.These conclusions not only contribute to the existing body of research on chatbot identity disclosure but also provide theoretical guidance for the disclosure of chatbot identities on tourism websites.

关 键 词：旅游网站 机器人客服 身份披露 服务属性 能力感知 

分 类 号：TP242[自动化与计算机技术—检测技术与自动化装置] F590.65[自动化与计算机技术—控制科学与工程]