Title:Designing service blueprint for chatbots: experimental evidence on public preference for design components
ABSTRACT:Although chatbots are widely adopted in public sectors worldwide, citizen approval remains suboptimal. This study adopts a public service design approach to develop a detailed service blueprint for chatbot, focusing on how specific design components influence public preferences. Through a conjoint experiment with 859 respondents in China, the study finds that citizens prefer online chatbots using human-like styles and formal official language, as well as those that provide extended content, recovery strategies, and feedback channels. Moreover, Public preference varies across different service contexts and individual characteristics. This study contributes a comprehensive service design framework for chatbots and address several controversies on design components, offering actionable insights for improving chatbot design and realizing their potential in public service.
KEYWORDS:Artificial intelligence; chatbot; conjoint experiment; public preference; service design
