Research On The Impact Of Online Customer Service Interaction On Consumers’ Purchase Behavior In E-commerce Platform

Under the compound background of e-commerce popularization and network information overload,the existence of online customer service can improve consumers’ perceived interactivity and help them reduce their negative emotions in the process of online shopping.Besides,how to optimize the interaction process between online customer service employees and consumers,improve the quality of online customer service,and even improve the revenue of e-commerce platform has become a practical problem that platform managers need to solve.Based on the data of an insurance e-commerce platform in China,this paper also constructs models to evaluate the effect of online customer service interaction from two aspects: the impact of employees’ Marketing-Service duality content delivery strategy on purchase behavior and the impact of both parties’ interactive behavior characteristics on purchase behavior.Firstly,based on the duality theory of marketing-service,this paper explores how the balance strategy and combination strategy of marketing-service content provision of online customer service employees affect the transformation of consumers’ purchase behavior.Based on the real business data,after comparing a variety of machine learning models,BERT model is selected to identify the marketing and service content of online customer service messages,and the balance and combination degree of dual content combination are calculated.In the construction of multiple linear regression models,it is found that the use of higher-dimensional balance strategy will improve the transformation of consumers’ purchase behavior.A certain level of combination strategy will improve the transformation of purchase behavior,but excessive combination will reduce the marginal effect of consumer purchase behavior transformation.In addition,this paper also found that the on-the-job length of customer service employees has a significant regulatory effect on the combination of marketing and service content.Secondly,this paper also studies the impact of the characteristics of interactive behavior on consumers’ purchase behavior.Based on speech act theory and previous studies,the interactive chat dialogue between online customer service employees and consumers is transformed into interactive behavior characteristics at the cognitive,emotional and response levels.After text processing and feature extraction of chat sessions on an insurance e-commerce platform,this paper use Logit regression model.The results of the model show that in the process of chat and interaction between the two sides,the more messages sent by online customer service employees,the less negative emotional words are used,and when they can respond to user messages in time,the more they can guide users to complete purchase transformation.At the same time,in the conversation,the more messages users send,the less negative emotion words they use and the more chat expressions they use,it often means that they have a higher purchase intention.Through empirical research,this paper verifies that there is a certain correlation between online customer service interaction and consumers’ purchase behavior.On the one hand,the research results help e-commerce platforms understand the value of customer service content provision strategy optimization,on the other hand,they provide important theoretical guidance for them to improve the interaction process of both sides and grasp the consumers with high purchase behavior transformation.