Exploring the influence mechanism of chatbot-expressed humor on service satisfaction in online customer service

As chatbots gain widespread adoption in online customer service, optimizing their inherent value and enhancing customer satisfaction emerges as an indispensable concern necessitating attention. Therefore, this study focuses on the effect of chatbot-expressed humor on customer service satisfaction from the perspective of emotional expression and constructs three mediating pathways (cognitive, emotional, and social). The results of two online and one laboratory-based experiment show that chatbot-expressed humor can significantly enhance customer service satisfaction. The impact of humor on service satisfaction was mediated by competence, entertainment, and social presence. Moreover, identity disclosure exerts a negative moderating influence on the association between chatbot-expressed humor and both service satisfaction and competence. Through this study, we hope to provide ideas for online service providers to adopt AI strategies and for product designers to improve the design of chatbots.