Dialoging Resonance in Human-Chatbot Conversation: How Users Perceive and Reciprocate Recommendation Chatbot's Self-Disclosure Strategy

Using chatbots to make recommendations is increasingly popular. The design of recommendation chatbots has mainly been taking an information-centric approach by focusing on the recommended content per se. Limited attention is on how social connection and relational strategies, such as self-disclosure from a chatbot, may influence users' perception and acceptance of the recommendation. In this work, we designed, implemented, and evaluated a social chatbot capable of performing three different levels of self-disclosure: factual information (low), cognitive opinions (medium), and emotions (high). In the evaluation, we recruited 372 participants to converse with the chatbot on two topics: movies and COVID-19 experiences. In each topic, the chatbot conducted small talks and made relevant recommendations to the topic. Participants were randomly assigned to four experimental conditions where the chatbot used factual, cognitive, emotional, and adaptive strategies to perform self-disclosures. By training a text classifier to identify users' level of self-disclosure in real-time, the adaptive chatbot can dynamically match its self-disclosure language to the level of disclosure exhibited by the users. Our results show that users reciprocate with higher-level self-disclosure when a recommendation chatbot displays emotions throughout the conversation. The utilization of emotional disclosure by the chatbot resulted in enhanced enjoyment during interactions and a more favorable perception of the bot. This, in turn, led to greater effectiveness in making recommendations, including a higher likelihood of accepting the recommendation. We discuss the understandings obtained and implications to future design.