• Conversational Service Experiences in Chatbots: A Perspective on Cognitive Load

Abstract

Purpose – This study examines the issues of cognitive load within the context of stimulus-organism-response theory and the information systems success model in developing a conceptual model by which to characterize interactions with chatbots in terms of system quality, information quality, and service quality.

Design/methodology/approach – Structural equation modeling is employed to analyze survey data collected from 193 chatbot users recruited via convenience sampling.

Findings – Our results reveal the following: (1) Customers perceiving a positive interaction with chatbots are less encumbered by cognitive load and are more likely to express a positive attitude toward the chatbot system; and (2) Reduced cognitive load and a positive attitude toward the chatbot both have significantly positive effects on the intention of consumers to continue using the system.

Research limitations/implications – Within the context of digital environment, each consumer has different service contact experience, platform experience or habits. The capability to deal with various information may vary along with different levels of prior knowledge and experience of a consumer. Therefore, scholars can further study the impact of consumer’s cognitive schema on their cognitive load in the future.

Practical implications/Social implications – Our research suggests that companies might benefit from developing a chatbot-based conversational service to provide consumers with good interactive quality, which can not only reduce consumers’ cognitive load, but also create excellent service experience.

Originality/value – Most of the existing literature on chatbots has focused on its interface design, anthropomorphism, and stability, with relatively little research examining the cognitive mechanisms involved in the use of this technology. To contribute to this knowledge gap, this study develops a empirical model by which to characterize interactions with chatbots in terms of information overload and interactive quality (i.e., system quality, information quality, and service quality). The research findings provide valuable insights for scholars as well as marketers seeking to leverage the benefits of chatbots to enhance the customer experience.

Keywords – chatbot, conversational commerce, stimulus-organism-response theory, cognitive load, interactive qualities