Browsing by Author "Hammerschmidt, Maik"
Now showing 1 - 4 of 4
Results Per Page
Sort Options
- How gamifying AI shapes customer motivation, engagement, and purchase behaviorPublication . Elmashhara, Maher Georges; Cicco, Roberta De; Silva, Susana C.; Hammerschmidt, Maik; Silva, Maria LeviRecently, firms started to gamify conversational artificial intelligence (AI) agents, such as chatbots, to improve purchase outcomes. This article explores strategies for incorporating gamification into AI systems by investigating the impact of utilitarian and hedonic motivations facilitated by gamified chatbots on various dimensions of customer engagement (cognitive, emotional, and behavioral), as well as the subsequent effects of these dimensions on customers' purchase behavior. By conducting one cross-sectional and two experimental studies involving real interactions with gamified chatbots, this research identifies two crucial paths that warrant attention: an optimal path from hedonic motivation to behavioral engagement, resulting in enhanced purchase, and a detrimental path from utilitarian motivation to emotional engagement, which reduces purchase. Furthermore, the research compares the effects of two types of gamified chatbots and reveals that a game-of-chance-based chatbot, as opposed to a knowledge-sharing gamified chatbot, aligns with the optimal path, leading to higher purchasing while at the same time avoiding that customers feel obligated to play the game. Based on these findings, the article provides actionable insights for eliciting favorable psychological and behavioral responses through gamified AI interactions.
- The impact of providing non-human identity cues about sales agents on consumer responses: the role of social presence and speciesism activationPublication . Cicco, Roberta De; Elmashhara, Maher Georges; Silva, Susana C.; Hammerschmidt, MaikPurpose This work investigates how different strategies for providing cues about the non-human identity of a sales agent influence consumers’ perceptions and purchase-related outcomes, and how a social interaction style shapes these responses. Additionally, the authors explore the role of consumers’ speciesism against non-human entities in eliciting unfavourable responses to the disclosure of the agent’s artificial nature. Design/methodology/approach Three experimental studies were conducted using real chatbot interactions. Study 1 investigates how non-human identity cues impact consumer trust and, subsequently, attitude towards the firm and intention to purchase the product offered. Study 2 tests these effects across different levels of social presence. Study 3 examines consumer responses to different non-human identity disclosure strategies, considering speciesism’s moderating role. Findings Study 1 proves that disclosing (vs not disclosing) the artificial nature of a sales agent leads to a decline in trust towards the firm, which in turn negatively influences both attitude towards the firm and purchase intention. This finding reveals discrimination against disclosed (vs non-disclosed) artificial sales agents despite identical, flawless performance. However, Study 2 proves that the negative effects vanish when perceived social presence is high. Study 3 underlines that high speciesism leads to a trust decline if non-human identity cues are presented during the interaction but not if presented earlier in the journey before the interaction. Research limitations/implications The study highlights the negative effects of disclosure on important, firm-related outcomes. These insights advance current literature by showing that disclosing cues about the non-human nature of a sales agent can undermine psychological and behavioural responses–even when the disclosed agent performs just as effectively as its undisclosed counterpart. This result is noteworthy, as most prior research has linked aversive reactions to artificial agents with situations in which algorithms underperform, whereas this study examines agents that function flawlessly. Furthermore, the study reveals that these adverse effects are driven by speciesism–prejudices against non-human entities–offering a novel explanation for consumers’ negative responses. Practical implications The findings stress that transparency about the artificial nature of sales agents is penalised by customers and comes at a high cost for business-relevant outcomes. However, by transforming an artificial agent into a social actor through subtle design modifications, firms can overcome the unfavourable prejudice against artificial agents. By creating a social appearance, firms can harness the potential of automated sales services–even when disclosure of the agent’s artificial identity is required. As firms may soon be obliged to disclose the artificial identity of their sales agents, the critical question shifts from whether to disclose to how to disclose in order to mitigate negative consequences. Finally, we offer guidance on targeting the right consumers with artificial agents–specifically, those with lower levels of speciesism-related prejudices. Originality/value This work addresses pressing issues for managers concerned with the implementation of artificial sales agents. Results extend knowledge on speciesism towards digital agents, inform which consumers are particularly prone to respond negatively to such agents, and present levers for designing chat-based social interactions that prevent non-human-related prejudices that could undermine the effectiveness of conversational technologies.
- Revolutionizing customer engagement via gamified chatbots: a paradigm shiftPublication . Elmashhara, Maher Georges; Cicco, Roberta De; Silva, Susana C.; Hammerschmidt, Maik; Silva, Maria LeviIn today’s fast-paced marketplace, companies are using AI, particularly chatbots, to enhance customer experiences and boost sales. Despite advancements, many consumers are still hesitant to use chatbots for purchases, often abandoning them after initial interactions. To address this, businesses are adding gamification elements like rewards and discounts to chatbot interactions. This research examines how gamified chatbots influence customer engagement and sales, focusing on two motivations: utilitarian (practical) and hedonic (pleasure-based). Through three empirical studies, the findings reveal that emotional engagement can decrease purchase intent for utilitarian motivations, while hedonic motivation more effectively drives purchases. Different types of gamification, such as knowledge-based and chance-based rewards, also affect buying behavior. The study highlights the importance of consumer autonomy, showing that chatbots with chance-based rewards are more effective. These insights help businesses improve engagement and sales through gamified chatbot strategies.
- Value creation in gamified chatbot interactions and its impact on brand engagementPublication . Silva, Susana C.; Cicco, Roberta De; Levi, Maria; Hammerschmidt, MaikGamification is a powerful instrument to motivate consumers to intensify their brand relationships. Though this potential, the effects of enriching chatbot interactions with gameful experiences on brand engagement has not been studied. To fill this gap, this study tries to understand how gamification contributes to customers’ value creation in a gamified conversational context and how this value creation relates to brand engagement. Specifically, we investigate whether and to what extent the hedonic and utilitarian values provided in interactions with gamified chatbots affect cognitive, emotional, and behavioral brand engagement. Based on an empirical study involving a fully functional gamified chatbot, we show that the perceived hedonic value has a major impact on all three brand engagement dimensions, and especially the cognitive dimension. Utilitarian values, though not related to the cognitive dimension of brand engagement, significantly boost the emotional and the behavioral engagement dimensions. These findings point to the potentials of extrinsic and utilitarian motivations for boosting brand engagement also in entertainment-oriented settings like gamified chatbot interactions.