Felhasználói tapasztalatok Emmával, a vásárlási asszisztens chatbottal
DOI:
https://doi.org/10.14267/VEZTUD.2021.03.03Kulcsszavak:
ember-chatbot interakció, chatbot, vásárlási asszisztens chatbot, e-kereskedelem chatbotAbsztrakt
A chatbotok alkalmazása egyre több területen sikeresnek bizonyul, köztük az e-kereskedelemben. A vállalatoknak az interaktív ágensek fejlesztésénél a funkcionalitás mellett figyelembe kell venniük a felhasználók chatbotokkal szembeni társas kapcsolat kialakítására irányuló igényét is, melynek a kielégítését elősegítő, illetve gátló tényezők az ember-chatbot interakcióval kapcsolatos felhasználói tapasztalatok vizsgálatával azonosíthatók. Jelen cikk célja Emmával, a vásárlási asszisztens chatbottal folytatott interakció felhasználói megéléseinek, illetve a felhasználók chatbotok felé irányuló társas kapcsolati igényének a kielégítését támogató, illetve gátló tényezők feltárása. A kutatás keretében 18 félig strukturált interjú készült, melyek elemzése induktív tartalomkódolással történt. A kutatás eredményeiből kiderült, hogy a felhasználók chatbotokkal szembeni társas kapcsolati igényének a kielégítését támogatta a chatbot udvarias viselkedése, a megismerését célzó alapvető személyes kérdésekre való válaszadási képessége, gátolták azonban a chatbot társas aktorként történő észlelését a repetitív, gépies válaszai, továbbá a felhasználók negatív érzéseire adott reakcióinak a hiánya.
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