[Objective] This paper investigates the impacts of hybrid online customer service on consumer purchase conversion in e-commerce. [Methods] Using enterprise data as the sample, we employed the Logit model to explore the effect of human customer service, intelligent customer service, and their interaction on consumer purchase conversion. This paper also discussed the heterogeneous effects of hybrid online customer service on consumer purchase conversion with grouping regression. [Results] Under the hybrid online customer service mode, human customer service and intelligent customer service had significant positive impacts on consumer purchase conversion. There was a substitution relationship between human customer service and intelligent customer service. [Limitations] More research is needed to add consumer income and consumption habits to the proposed model and analyze conversation content. [Conclusions] This study focuses on actual consumer purchase conversion. It provides suggestions for e-commerce companies to develop effective customer service operation strategies.
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