[Objective] This paper investigates the effect of hybrid online customer service on consumers’ purchase conversions. [Methods] Using enterprise data as a sample, this paper employs the logit model to investigate the effect of human customer service, intelligent customer service and their interaction on consumers’ purchase conversions.  This paper also uses grouping regression to discuss the heterogeneous effects of hybrid online customer service on consumers’ purchase conversions. [Results] Under the hybrid online customer service delivery model, the use of human customer service and intelligent customer service have a significant positive effect on consumers’ purchase conversions, and there is a substitute relationship between the use of human customer service and intelligent customer service. [Limitations] The research model needs to be expanded, future research could consider adding factors such as consumers’ incomes and consumption habits to the research model, as well as analyzing session content. [Conclusions] Focusing on the actual purchase conversions of consumers, this study could help e-commerce companies to develop effective customer service operation strategies.