Understanding the Continuance Intention to Use Chatbot Services

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain be...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 25; no. 3; pp. 99 - 110
Main Authors Kim, Jeeyeon, Li, Yiling, Choi, Jeonghye
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 01.01.2023
Korean Marketing Association
한국마케팅학회
Subjects
chatbotservices
continuanceintentionto use
informationquality
interactionquality
theoryofplannedbehavior
경영학
Chatbot services
Continuance intention to use
Information quality
Theory of planned behavior
Interaction quality
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Summary:Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these findings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.
Bibliography:https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1613&context=journal
ISSN:1598-7868
2765-6500
2765-6500
DOI:10.53728/2765-6500.1613