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How Emoticon Affects Chatbot Users

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Summary of How Emoticon Affects Chatbot Users and Tip for making better Chatbot

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How Emoticon Affects Chatbot Users

  1. 1. How Emoticon Affects 
 Chatbot Users? 😀😄😆 Paper Review: Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters Kobkrit Viriyayudhakorn, Ph.D. iApp Technology Limited
  2. 2. Emoticon • 😀😄😆 Founded in Chat, E-mail, Digital Communication Platform • Use emoticon in chat with friends and family much more often than with other individuals • Add agreeableness, sociability; but show the lack of self-reliance • Some guidelines suggest a limited use of emoticons in the workplace (Perceived as informal and unprofessional)
  3. 3. Warm vs Competence • Warm - Friendliness, helpfulness, and sociability • Competence - Capability, skillfulness, and efficacy.
  4. 4. Communal vs Exchange relationship styles Communal Relationship: A service employee to play the role of a friend and/or family member and display behaviors such as showing genuine care toward customer Exchange Relationship: individuals are more likely to be calculative, expecting to receive benefits comparable to what they have provided and thus caring more about each other’s capabilities and professionalism
  5. 5. 4 Studies Study 1 Does emoticons perceive the service employee as warmer but less competent? Study 2 examines an individual factor 
 - Customer with communal-oriented (love warmth) are more likely to satisfied with emoticon
 - Customer with exchange-oriented (love competence) are more likely to unsatisfied with emoticon. Studies 3 examine on individual factors (like in Study 2) but focused on Unsatisfactory services only Studies 4 examine on individual factors (like in Study 2) but focused on Employees’ extrarole services
  6. 6. Study 1 • Does emoticon give warmer felling but lesser competence? Tested with one hundred eighteen participants (59% female, 62.71% under the age of 26) from a large university in Hong Kong.
 Sig tested by one-way ANOVA: (F(2, 115) = 3.03, p = .052, variance = 0.05) <
 Sig* >
 Sig*
  7. 7. Study 2 • Studies with 300 student (73% female, Age Mean = 19.98) from a large university in Hong Kong,. • Classify users into two categories by interview • Customer with the communal-oriented (Prefer Warmth) • Customer with the exchange-oriented (Prefer Competence) • Check with following scenarios • Positive Emoticon 😄😍 • Negative Emoticon 😣😫 • No Emoticon
  8. 8. Study 2 <
 Sig* >
 Marginal Sig* Tested with 3x2 ANOVA: (M = 5.17, SD = 1.08; t(294) = 2.09, p =.037, d = .38)
  9. 9. Study 3 • Study on the unsatisfactory services only. • People will care about the competence more than the warmth. (Exchange Relationship become dominant) • Studies with 509 participant (51% female, Age Mean = 35.18) from Amazon Mechanical Turk. • Mobile Telecom Company situtions • Emoticon Restriction: Only Yes 😄 , No 😣emoticon used in the message. • 2 Groups of Users: Communal-orient vs Exchange-orient (Classify by Questionnaire) • 3 Situations: No unsatisfactory service (Query information) vs. Competence-related service failure (Charging the high bill wrong) vs. Warmth-related service failure (Bad employee complaint)
  10. 10. Study 3 < No Emoticon < Emoticon < Emoticon < No Emoticon
  11. 11. Study 4 • Study on the Employees’ extrarole services only. (Discretionary behaviors that extend beyond formal job requirements to proactively address customers’ needs) • People will care about the warmth more than the competency. (Communal Relationship become dominant) • Studies with 909 real online shoppers (77% female, mean age = 27.58). a Chinese e-commerce firm (Taobao) that sells clothes drying racks online. • Emoticon Restriction: Only Yes 😄 , No 😣 emoticon used in the message. • 2 Groups of Users: Communal-orient vs Exchange-orient (Classify by Questionnaire) • 3 Situations: Absence of extra-role services vs. Competence-related extra-role services (Voluntarily sharing extra technical details about a product) vs. Warmth-related extra-role services (Kind reminder regarding product safety) • Satisfaction measurement: by recommending an other shop at the end of conversation. Check if how much money they will spend on that shop.
  12. 12. Study 4 < No Emoticon < Emoticon < Emoticon < No Emoticon
  13. 13. Conclusion 1 • If you don’t know our customer orient yet • Business cared with professionalism (Bank, Legal, Medical, Government): ❌ Emoticon • Business cared with communities (Association, Club, Entertainment):
 ✅ Emoticon 😄😍
  14. 14. Conclusion 2 • If we know our customer orient (If we have data): • Customer who has high professionalism features (Have job in professional realm, High Income, Super busy): ❌ Emoticon • Customer who love community (Have a lot free time, Take care family, Slow-life): ✅ Emoticon 😄😍
  15. 15. Conclusion 3 • If the chat is in the unsatisfactory situation: ❌ Emoticon • If the chat is in the extra-role service (extra helpful more than customer’s expectation): ✅ Emoticon 😄😍
  16. 16. Q/A 😄😍 Paper URL: https://academic.oup.com/jcr/article-abstract/45/5/973/4924869 http://ai.iapp.co.th

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