Trust-Supporting Design Elements as Signals for AI-Based Chatbots in Customer Service

Abstract

In the present study, different trust factors regarding customers' perceptions of their intention to interact with or without trust-supporting design elements as signals (stimuli) in an artificial intelligence (AI)-based chatbot in customer service are identified. Based on 199 publications, a research model is derived for identifying and evaluating various variables influencing customers' views of their intention to interact with or without trust-supporting design elements as signals (stimuli) in AI-based chatbots in customer service. The research approach of the study model includes the influencing variables of perceived security and traceability, perceived social presence, and trust. A survey with 158 survey participants is used to empirically evaluate the model developed. One of the main findings of this research study is that perceived security and comprehensibility have a significant influence on the usage intention of an AI-based chatbot with trust-supporting design elements as signals (stimuli) in customer service.