Is Flattering Ai More Popular? The Influence of Communication Strategy of Ai Customer Service on Consumers’ Attitudes

Abstract

This study employs autonomy theory to explore how communication strategies influence consumers’ attitudes toward AI customer service. This study consists of 3 experiments. Study 1 shows that the communication strategy (euphemistic vs. direct) moderates the relationship between the agent (AI vs. human) and consumers’ attitudes. Study 2 examines the mediated-moderating role of autonomy on the main effect. Study 3 shows that the interaction between the agent and the communication strategy on consumers’ attitudes is moderated by the service type (proactive vs. passive). The current study offers insightful suggestions for the management and administration of AI customer service.

Keywords: AI, Customer Service, Communication Strategies, Service Type, Consumers' Attitudes