Conversational User Interfaces for Online Shops? A Categorization of Use Cases

How do conversational user interfaces for online shops via messaging services and voice assistants influence customers satisfaction? Which use cases are attractive from a customers view point? Which use cases are must-be and for which customer segments? The answer to these questions is looked for in this paper. A Segmented Kano perspective is used to derive use case groups and related customer segments simultaneously. The paper starts with an overview on conversational commerce and on chatbots for this purpose. Then, the research method and the use case development is described. Two representative surveys with 2,165 customers of a major German online fashion retailer evaluating 13 messaging service and 2,025 customers evaluating 13 voice assistant use cases were conducted and analyzed. The focus was on the intention to use conversational user interfaces for online shops and the influence on customer satisfaction.