Proactive Conversational Commerce
Conversational agents in the form of chatbots are increasingly becoming a reality in
service encounters and messaging applications. Virtual agents are a particularly pressing
topic for conversational commerce. This thesis adopted an experimental design with an
actual virtual assistant powered by current technology. This study explored how humanlike
cues such as the customer relationship influence consumer behaviour in cross- and
upsell cases. Moreover, this study investigated proactive ways how to get in contact with
customers. A particular focus was given to the attributes like picking the best time,
channel and target group for the interaction. This resulted in a design of a prototype,
which was further tested in an experiment. When analysing the results of the posttestonly
control group design, the study set another focus besides the mentioned attributes.
This focus is on the behaviour and differences of the participant age groups. This study
followed the design science research approach.
Gysin, Simon, 2022
Art der Arbeit Master Thesis
Auftraggebende
Betreuende Dozierende Martin, Andreas
Keywords
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Studiengang: Business Information Systems (Master)
Vertraulichkeit: vertraulich