The research conducted by The Ohio State University addresses a significant aspect of consumer behaviour in online shopping: the preference for chatbots over human interaction, particularly in situations where consumers experience embarrassment or self-presentation concerns. According to the study by Jianna Jin, consumers often favour engaging with chatbots when purchasing potentially embarrassing products, such as antidiarrheal medication or skincare items. This preference stems from a desire to mitigate embarrassment, as chatbots are perceived as less judgmental than human customer service agents. This research topic is highly relevant in the context of the growing influence of technology on consumer interactions.

The study’s findings, published in the Journal of Consumer Psychology, highlight the significance of how chatbots are perceived by consumers during online interactions. Participants in the research demonstrated a higher propensity to interact with chatbots when purchasing embarrassing products, suggesting that the anonymity and lack of human judgment associated with chatbots alleviate feelings of embarrassment.

Moreover, the study delves into the importance of the appearance and behaviour of chatbots in influencing consumer preferences. Chatbots that exhibited more human-like characteristics, such as emotional language or cartoon avatars resembling humans, were met with scepticism by participants. This suggests that while consumers may prefer the anonymity of chatbots, they are also cautious of instances where chatbots appear too human-like, potentially triggering concerns about authenticity and trustworthiness.

Jin’s research underscores the need for companies to consider the role of chatbots in customer interactions, particularly in scenarios where consumers have self-presentation concerns. As chatbot technology advances, challenges may arise in distinguishing between chatbots and human agents, posing implications for businesses regarding transparency and consumer trust.

With its consumer-centric approach, this study offers valuable insights into consumer behaviour in the realm of online shopping and customer service. By understanding the nuanced preferences and concerns of consumers regarding chatbot interactions, companies can adapt their strategies to better cater to consumer needs while maintaining transparency and trust in their operations. This emphasis on consumer needs and preferences ensures that businesses are aligning their strategies with the evolving consumer landscape.

More information: Jianna Jin et al, Avoiding embarrassment online: Response to and inferences about chatbots when purchases activate self-presentation concerns, Journal of Consumer Psychology. DOI: 10.1002/jcpy.1414

Journal information: Journal of Consumer Psychology Provided by The Ohio State University