Enhancing digital service communication strategies

Purpose Based on stimulus-organism-response theory, this study aims to explore how digital service communication strategies affected customers’ e-service agent use intentions through perceived warmth and competence. Design/methodology/approach A 2 × 2 scenario-based experiment was conducted to test the proposed relationships. Findings Findings indicated when a high-authority conversation party was engaged in digital service communications, customers showed higher e-service agent use intentions through perceived warmth and competence in an emoji-presence conversation style. Originality/value To the best of the authors’ knowledge, this study is the first to explore the effects of digital service communication strategies on customers’ internal and behavioral responses. 研究目的 基于刺激-有机体-反应理论, 本研究探讨了数字服务沟通策略如何通过感知亲切和感知能力的方式影响了顾客对电子服务代理的使用意愿。 研究方法 本研究进行了一项基于2x2情境的实验, 以测试所提出的关系。 研究发现 研究结果表明, 当高权威的对话方参与数字服务沟通时, 顾客在表情存在的对话风格中通过亲切和能力的认知表现出更高的电子服务代理使用意愿。 研究创新 本研究调查了对话方和对话方式作为数字服务沟通策略在顾客-数字服务互动中的影响。 独创性/价值 本研究是第一个探讨数字服务沟通策略对顾客内部和行为反应影响的研究。