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O efeito My Fair Lady: a influência da expectativa na humanização do agente de conversação e perceção da empresa
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| 4.05 MB | Adobe PDF |
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Abstract(s)
Máquinas automatizadas, capazes de replicar a inteligência humana, mimicar a sua linguagem
e comportamento em contexto de websites e redes sociais. Este avizinha-se não só o
futuro de uma geração que nasce do mundo digital e tecnológico, como o futuro do atendimento
ao cliente que, aos poucos, passa de um atendimento centrado no contacto humano para um
atendimento onde a primeira interação é feita com um robot social (chatbot).
O que significa isto para a relação do consumidor com a empresa? Como deve a empresa
posicionar-se na introdução desta tecnologia nas suas frentes de serviço? A presente dissertação
aborda este tema do ponto de vista da expectativa criada no consumidor. Questiona se a expectativa
induzida no consumidor, de uma interação feita com um chatbot e/ou com um humano,
influencia a sua perceção sobre o chatbot como sendo mais humano ou mais artificial.
Para além disso, questiona também se, a eventual humanização deste chatbot, resulta na
perceção positiva da empresa, em dimensões como: atitude, satisfação e conexão emocional.
Para tal, foi conduzido um teste de design causal-comparativo com dois grupos de sujeitos
(N=31; N=26). O teste recorreu a 1 chatbot (do website do Pine Cliffs Resort) x 2 expectativas
relativamente ao enquadramento dado ao participante (enquadramento humano vs mecanizado).
Dada a análise à literatura, torna-se evidente que a atribuição de características humanas no
chatbot é, de facto, um fator relevante na sua humanização. Todavia, ainda que reconhecida
uma tendência para tal, neste estudo não são retiradas conclusões significativas relativamente à
influência da expectativa neste paradigma e na perceção da empresa.
Automated machines capable of replicating human intelligence, mimicking language and learning human behavior in the context of websites and social media. This is not only the future of a generation born from the digital and technological world, but also the future of customer service, which gradually shifts from customer-centric costumer service to customers first interaction being with a social robot (chatbot). What does this mean to consumer-company relationship? How should the company best introduce this technology on its service fronts? The present dissertation addresses this topic from the point of view of the expectation created in the consumer. It questions if the expectation of an interaction made with a chatbot and/or a human, affects consumers perception of a chatbot in regards of it being more human or more artificial. Furthermore, it questions if the humanization of this chatbot, results in the positive perception of the company, in dimensions such as: attitudes, satisfaction and emotional connection. For that, a comparative design test was conducted using two groups of subjects for comparison (N=31; N=26). The test resorted to 1 chatbot (provided by the Pine Cliffs Resort website) x 2 expectations regarding agency framing (human vs artificial framing). Given the analysis of the existing literature, it becomes evident that the attribution of human characteristics in the chatbot is, in fact, a relevant factor in its humanization. However, while recognizing a tendency to do so, in this study, no significant conclusions are drawn regarding the influence of expectation on this paradigm nor on company perceptions.
Automated machines capable of replicating human intelligence, mimicking language and learning human behavior in the context of websites and social media. This is not only the future of a generation born from the digital and technological world, but also the future of customer service, which gradually shifts from customer-centric costumer service to customers first interaction being with a social robot (chatbot). What does this mean to consumer-company relationship? How should the company best introduce this technology on its service fronts? The present dissertation addresses this topic from the point of view of the expectation created in the consumer. It questions if the expectation of an interaction made with a chatbot and/or a human, affects consumers perception of a chatbot in regards of it being more human or more artificial. Furthermore, it questions if the humanization of this chatbot, results in the positive perception of the company, in dimensions such as: attitudes, satisfaction and emotional connection. For that, a comparative design test was conducted using two groups of subjects for comparison (N=31; N=26). The test resorted to 1 chatbot (provided by the Pine Cliffs Resort website) x 2 expectations regarding agency framing (human vs artificial framing). Given the analysis of the existing literature, it becomes evident that the attribution of human characteristics in the chatbot is, in fact, a relevant factor in its humanization. However, while recognizing a tendency to do so, in this study, no significant conclusions are drawn regarding the influence of expectation on this paradigm nor on company perceptions.
Description
Keywords
Chatbot Expectativa Perceção do agente de conversação Perceção da empresa Atendimento ao cliente