Do cognitive and affective expressions matter in purchase conversion? A live chat perspective

Live chat, which is embedded in some shopping websites, allows a retailer to communicate with its shoppers directly and respond to their inquiries promptly. We extended the Speech Act Theory (SAT) to this context by developing the Dialog Conversion Model (DCM) that elucidates the characteristics of online dialog between shoppers and retailers. We validated the DCM using quantitative and qualitative data. The quantitative analyses of 1,185...