What Did I Say Again? Relating User Needs to Search Outcomes in Conversational Commerce

Recent advances in natural language processing and deep learning have accelerated the development of digital assistants. In conversational commerce, these assistants help customers find suitable products in online shops through natural language conversations. During the dialogue, the assistant identifies the customer’s needs and preferences and subsequently suggests potentially relevant products. Traditional online shops often allow users to filter search results based on their preferences using facets. Selected facets can also serve as a reminder of how the product base was filtered. In conversational commerce, however, the absence of facets and the use of advanced natural language processing techniques can leave customers uncertain about how their input was processed by the system. This can hinder transparency and trust, which are critical factors influencing customers’ purchase intentions. To address this issue, we propose a novel text-based digital assistant that, in the product assessment step, explains how specific product aspects relate to the user’s previous utterances to enhance transparency and facilitate informed decision-making. We conducted a user study (N=135) and found a significant increase in user-perceived transparency when natural language explanations and highlighted text passages were provided, demonstrating their potential to extend system transparency to the product assessment step in conversational commerce.