La rivista internazionale Italian Journal of Marketing ha recentemente pubblicato un paper dal titolo “The role of the chatbot on customer purchase intention: towards digital relational sales” (Lo Presti L., Maggiore, G., Marino V., 2021) sull’importanza dei chatbot per il processo d’acquisto e il loro ruolo sulla familiarità del brand.
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Title: The role of the chatbot on customer purchase intention: towards digital relational sales
In a nutshell: A new Italian Journal of Marketing study reveals that the conversation with a chatbot on an official website can change the value perception of products and influence the customer purchase intention. Chatbots on websites shift the value perception of hedonic and utilitarian goods towards respectively utilitarian and hedonic values. Chatbots contribute to brand awareness reducing the importance of familiarity on the customer purchase intention.
Practitioners takeaways: These findings open up several managerial implications. Retailers should include effective chatbots while operating and designing shopping websites to stimulate the shopping intention of consumers. Companies should design and carefully manage chatbots by monitoring involvement and the quality of customer experience. Digital assistants may change the online shopping context, increasing the hedonic value experience and reducing the time for decision-making by reinforcing the utilitarian value perception of the utilitarian and hedonic products.
[For cite: Lo Presti, L., Maggiore, G., & Marino, V. (2021). The role of the chatbot on customer purchase intention: towards digital relational sales. Italian Journal of Marketing, n. 1-2, pp. 1-24. DOI: 10.1007/s43039-021-00029-6]