Research On The Impact Of Intelligent Customer Service Agent Avatar In Logistics Enterprises On Consumer Loyalty

At present,China’s express logistics industry is developing rapidly.At the same time,the cost of customer service human resources required by express logistics enterprises has risen,and the way of simply investing manpower to solve the dilemma has become inefficient,while the application of intelligent customer service agent avatars in the logistics field has shown good development prospects.However,the research on intelligent customer service in the field of logistics is still in the stage of summarizing the existing application situation,and the role of intelligent customer service agent avatars in logistics enterprises in influencing consumer loyalty is still in the state of "practice precedes theory" and the theoretical community lacks research in this aspect.Taking consumers’ online experience as the mediator,this paper introduces preventive service recovery and technical readiness as moderating variables,and constructs a relevant model,aiming to explore the influence mechanism of the relevant design of intelligent customer service agent avatars of logistics enterprises on consumer loyalty.Based on An Emerging Theory of Avatar Marketing,this paper constructs the influence model of intelligent customer service agent avatar design of logistics enterprises on consumer loyalty,explores the influence of form realism and behavioral realism on consumers’ loyalty willingness through three types of consumer online experience: cognitive response,affective response and social response,and analyze the regulatory role of preventive service recovery and technical readiness in the impact of logistics enterprises’ intelligent customer service agent avatars on consumer loyalty.In this paper,a total of eight sets of experimental materials and related questionnaires were compiled for 2×2×2 based on the background of consumers communication with the logistics enterprises avatar,and a total of 405 valid data were collected for formal research after passing the pre-experimental test.In this paper,SPSS24.0 software and SPSS PROCESS plug-in are used to test the main effect,mediating effect and moderating effect of each variable,and the test results are analyzed.The test results of this study show that the main effect of form realism and behavioral realism of intelligent customer service agent avatars of logistics enterprises on consumer loyalty is significant,and the influence of behavioral realism is more obvious than that of formal realism.The cognitive response and affective response of online experience play a significant mediating role in the influence of intelligent customer service avatars on consumer loyalty,while the mediating role of social response is not significant.Preventive service recovery had a moderating effect on the main effect,and the mediating effect on social response was significant,but technical readiness had no significant effect on the main effect moderation.The research conclusions of this article provide suggestions for logistics enterprises on how to improve and apply intelligent customer service agent avatars to enhance consumer loyalty,and have certain guiding significance.