Taking the Chat out of Chatbot? Collecting User Reviews with Chatbots and Web Forms

Firms are beginning to use chatbots to collect information from users (e.g., online reviews), a task traditionally done through forms. We used two experiments to investigate how collecting reviews using chatbots in place of forms might impact user experience and, in turn, alter the nature of the reviews submitted by users. Study 1 compares chatbots to web forms, finding that chatbots may improve perceived efficiency but otherwise have no discernible effect on satisfaction and usage intention. At the same time, chatbot usage results in shorter, lower-quality reviews. While structured templates enhance form-based reviews, introducing structure to chatbot interactions does not positively impact satisfaction and usage intent, potentially making the process less efficient. Nonetheless, a structured chatbot approach yields longer reviews and mitigates declines in quality. Adding structure to a chatbot takes the chat out of the chatbot, turning the interaction from casual conversation to a formal process, as demonstrated in Study 2. Hence, while this structured approach for chatbots improves review quality without harming satisfaction and usage intent, it may not be the most effective method for enhancing the reviewer experience. Our research shows that the chatbot and structure pulled users towards contradicting genre rules (the social structures that guide technology use) and triggered users to subconsciously enact distinctly different thought patterns as they composed reviews.