Should chatbots use dialects? Exploring the influence mechanism of chatbot language form on value co-creation intention
Jun Justin Li, Shuaifang Liu, Yiyan Wang, Qinglin Wang, Jose Weng Chou Wong, Jose Weng Chou Wong · Current Issues in Tourism · 2024
Incorporating dialects into chatbot interactions is crucial for building stronger connections with users and promoting value co-creation, especially in contexts where personalisation is prioritised. This study draws on social cognitive theory, social presence theory, and social identity theory to investigate how the language form used by chatbots affects individuals’ value co-creation intention. Across four distinct experiments, we find that dialects, as opposed to standard language, considerably enhance users’ value co-creation intention. This impact is driven by heightened perceived warmth, perceived competence, and social presence. Furthermore, the study emphasises the differing effects based on group membership, showing that dialect usage positively influences perceived warmth, competence, social presence, and value co-creation intention, but only within in-group contexts. These results point out the power of dialects as cultural markers in human-AI interactions, offering valuable insights for designing more engaging and culturally resonant chatbots.