What are the Drivers of Using Chatbots in Online Shopping? A Cross-Country Analysis (original) (raw)
Related papers
Interdisciplinary Description of Complex Systems, 2021
Chatbots are a recent technology that brands and companies adopt to provide 24/7 customer service. However, some customers have several concerns regarding technology, and therefore, prefer talking to humans rather than chatbots. Brands must improve their chatbots based on customer experience because customers satisfied with chatbots are more likely to use them to contact brands/companies. Therefore, this article investigated the effect of perceived ease of use, usefulness, enjoyment, and risk factors on customer experience and behavioral intention regarding chatbots. The study also looked into the impact of customer experience on behavioral intention. The sample consisted of 211 chatbot users of Turkish recruited using non-probability convenience sampling. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and SmartPLS3. The results showed that perceived ease of use and usefulness affected behavioral intention, but perceived risk had no impact on customer experience and behavioral intention regarding chatbots. Perceived enjoyment affected only customer experience. Lastly, customer experience affected behavioral intention.
Interdisciplinary Description of Complex Systems, 2021
Chatbots are a recent technology that brands and companies adopt to provide 24/7 customer service. However, some customers have several concerns regarding technology, and therefore, prefer talking to humans rather than chatbots. Brands must improve their chatbots based on customer experience because customers satisfied with chatbots are more likely to use them to contact brands/companies. Therefore, this article investigated the effect of perceived ease of use, usefulness, enjoyment, and risk factors on customer experience and behavioral intention regarding chatbots. The study also looked into the impact of customer experience on behavioral intention. The sample consisted of 211 chatbot users of Turkish recruited using non-probability convenience sampling. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and SmartPLS3. The results showed that perceived ease of use and usefulness affected behavioral intention, but perceived risk had no impact on customer experience and behavioral intention regarding chatbots. Perceived enjoyment affected only customer experience. Lastly, customer experience affected behavioral intention.
Purchase intentions in a chatbot environment: An examination of the effects of customer experience
Oeconomia Copernicana, 2024
Research background: Chatbots represent valuable technological tools that allow companies to improve customer experiences, meet their expectations in real time, and provide them with personalized assistance. They have contributed to the transformation of conventional customer service models into online solutions, offering accessibility and efficiency through their integration across various digital platforms. Nevertheless, the existing literature is limited in terms of exploring the potential of chatbots in business communication and studying their impact on the customer's response. Purpose of the article: The main objective of this study is to examine how consumers perceive chatbots as customer service devices. In particular, the paper aims to analyze the influence of the dimensions of "Information", "Entertainment", "Media Appeal", "Social Presence" and "Risk for Privacy" on the "Customer Experience" and the latter on the "Purchase Intention", under the consideration of the Uses and Gratifications Theory. Moderations due to Chatbot Usage Frequency for some of the relationships proposed are also analyzed. Methods: An empirical study was performed through a questionnaire to Spanish consumers. The statistical data analysis was conducted with R software through the lavaan package. To test the hypotheses from the conceptual model a structural equation modelling approach was adopted. Findings & value added: The results obtained identify the main characteristics of chatbots that can support brands to effectively develop their virtual assistants in order to manage their relational communication strategies and enhance their value proposal through the online customer journey. Findings demonstrate the contribution that chatbot dimensions make to the online consumer experience and its impact on the purchase intention, with the consideration of the moderating effect exercised by the user's level of experience (novice vs. experienced) with the use of chatbots. Regarding managerial implications, this research offers recommendations for e-commerce professionals to manage chatbots more effectively. The "Entertainment" and "Social Presence" dimensions can be operationalized at a visual (e.g., appearance of the avatar and text box, use of designs aligned with the website) and textual level (e.g., style and tone of voice, use of expressions typical of the target audience) to generate a feeling of proximity with the chatbot and facilitate its adoption. "Media Appeal" requires that the chatbot be easy to use, effective, and accessible, to facilitate its usability. Finally, mitigation of "Privacy Risk" concerns should be achieved by presenting an appropriate privacy policy and requesting permission for the use of customers' private information. Research hypotheses Following the perspective of previous research regarding the Uses and Gratifications model, we propose the conceptual model shown in Figure 1. Key concepts and relationships embedded in this model are detailed below.
AI in E-Commerce: Application of the Use and Gratification Model to the Acceptance of Chatbots
Sustainability
This study applies and builds on the Use and Gratification (U&G) theory to explore consumer acceptance of applied artificial intelligence (AI) in the form of Chatbots in online shopping in China. Data were gathered via an anonymous online survey from 540 respondents who self-identified as frequent online shoppers and are familiar with Chatbots. The results of the data analysis provide empirical evidence indicating that utilitarian factors such as the “authenticity of conversation” and “convenience”, as well as hedonic factors such as “perceived enjoyment”, result in users having a positive attitude towards Chatbots. However, privacy issues and the immaturity of technology have had a negative impact on acceptance. This paper provides both theoretical and practical insights into Chinese attitudes toward Chatbots and may be of interest to e-commerce researchers, practitioners, and U&G theorists.
A Study of Consumer Adoption of Chatbot in E-Commerce Sector in India
VEETHIKA-An International Interdisciplinary Research Journal
With the advancement of technology, E-Commerce (ecom) can be an area of tremendous possibilities in terms of Artificial Intelligence (AI) driven application. In Ecom. Chatbots(cbots) are serving as flagbearers for revolutionizing accessibility and intervention, thereby addressing the growing need for customer service with a particular standard. This research documents the consumer adoption study that revolves around usage of cbots in the domain of ecom. The objective of the study is to find what the general public believes about the use of ecom Cbots as well as to identify any potential challenges or facilitators in the introduction of these Cbots. Primary research was conducted, wherein a survey had been drafted, and further analysis was done using descriptive statistics, it was found that, at present, the majority still see these cbots as a tool for seeking general information searching products and also for solving the general queries. The Chatbot technology is in the development...
An examination on the factors that influence the intention to use chatbots in Malaysia
International Journal of Management and Sustainability
The purpose of this study is to investigate the factors that motivate people in Malaysia to interact with chatbots in their everyday lives. Because of this, the primary objective of this study was to determine the relationships between four different independent variables. These variables were perceived ease of use, perceived usefulness, social influence, and security concerns. The objectives of this research project have been accomplished through the collection of primary data using a survey developed in Google Forms and a Likert scale with five points. The general population of Malaysia served as the source for the samples taken. A total of 284 samples were collected through the use of a method called convenience sampling. Customers based in Malaysia who are already making use of chatbots make up the population of interest in this study. In order to verify the validity of the hypothesis, additional analysis of the data was carried out using the software programme Smart-PLS 4. The ...
Artificial Intelligence in Electronic Commerce: Basic Chatbots and Consumer Journey
2021
This study aims to empirically cover the impact of the use of artificial intelligence through chatbots on online retail in terms of content implemented in the communication process. The presented research brings a contribution to the specialized literature by analyzing the perceived utility and demonstrating the facility, key concepts of the Technology Acceptance Model. In this sense, ten online stores in Romania were studied, selected according to the number of users, the research being carried out through a non-reactive method - content analysis. The method of data collection was that of the “mysterious client” in order not to generate a change in the behavior of the entities studied. The interpretation of the data obtained through the content grid allowed a horizontal and vertical approach that led to a series of results that confirmed the low level of performance of market leaders, as well as the high potential of this type of technology applied in the field. Regarding the impac...
Artificial Intelligence in Electronic Commerce: Basic Chatbots and the Consumer Journey
Amfiteatru Economic, 2021
This study aims to empirically cover the impact of the use of artificial intelligence through chatbots on online retail in terms of content implemented in the communication process. The presented research brings a contribution to the specialized literature by analyzing the perceived utility and demonstrating the facility, key concepts of the Technology Acceptance Model. In this sense, ten online stores in Romania were studied, selected according to the number of users, the research being carried out through a non-reactive method-content analysis. The method of data collection was that of the "mysterious client" in order not to generate a change in the behavior of the entities studied. The interpretation of the data obtained through the content grid allowed a horizontal and vertical approach that led to a series of results that confirmed the low level of performance of market leaders, as well as the high potential of this type of technology applied in the field. Regarding the impact of the use of chatbots, it has been shown that poor quality of the content displayed to users affects the consumer's journey, the point of satisfaction not being reached in these conditions.
Using chatbots in e-retailing – how to mitigate perceived risk and enhance the flow experience
International Journal of Retail & Distribution Management
PurposeChatbots represent an undeniable player between online retailers and customers as they boost operational efficiency and bring cost savings to businesses while offering convenience for customers in terms of timing and immediacy. However, as chatbots represent a new-born online touchpoint in retailing, especially when it comes to online pre-purchase and purchase experience, this study examines whether and how effort expectation, facilitating condition, performance expectancy, social influence, trust, perceived risk and flow affect consumers' intention to use chatbots for online shopping. The purpose of this paper is to address this issue.Design/methodology/approachA total of 226 respondents participated in an online survey. Participants were asked to try a new online service and interact with a chatbot designed using Chatfuel, a platform within the Facebook Messenger setting. Structural equation modelling was used to test the proposed research model regarding the intention ...
F1000 Research, 2022
Background: The increasing penetration of smartphones and the Internet in developing countries caused the rise of e-retail. Conversational commerce is highly increasing via interaction through messengers. To extract the benefits of both trends, companies have adopted messenger chatbots. These chatbots use Artificial intelligence and natural language processing to give live responses to the customer and assist online shopping on the messenger interface. This research aims to discover the factors that affect the use of messenger chatbots and their influence on attitude and behavior intention. Methods: The research methodology includes the Technology Acceptance Model (TAM) with the variables of perceived usefulness, perceived ease of use, consumer trust, and anthropomorphism. The authors used an online survey for collecting the responses from 192 respondents and analyzed structural equation modelling. Results: Customer trust has shown the most decisive influence on customer attitude followed by Perceived Usefulness, Perceived Ease of Use. Also, the use of chatbots to make online shopping faster significantly affects the use of messenger chatbots for online shopping in the future. The authors explore various factors resulting in consumers' favor of accepting chatbots as an interface for mcommerce. Conclusions: The findings indicate that organizations should design strategies to improve interaction with the customer by developing messenger chatbots for more trusting conversations. Further Open Peer Review Approval Status AWAITING PEER REVIEW Any reports and responses or comments on the article can be found at the end of the article.