Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 7 May 2021
Issue publication date: 6 October 2021
Abstract
Purpose
The rapid evolution in artificial intelligence (AI) has redefined the customer experience and created huge opportunities for companies to interact with customers using chatbots. This study explores the role of AI chatbots in influencing the online customer experience and customer satisfaction in e-retailing.
Design/methodology/approach
A research model based on the technology acceptance model and information system success model is proposed to describe the interrelationships among chatbot adoption, online customer experience and customer satisfaction. Personality is a moderator in the model. The authors used a quantitative approach to collect 425 useable online questionnaires and Statistical Product and Service Solutions (SPSS) and SmartPLS to analyze the measurement model and proposed hypotheses.
Findings
The usability of the chatbot had a positive influence on extrinsic values of customer experience, whereas the responsiveness of the chatbot had a positive impact on intrinsic values of customer experience. Furthermore, online customer experience had a positive relationship with customer satisfaction, and personality influenced the relationship between the usability of the chatbot and extrinsic values of customer experience.
Originality/value
This research extends understanding of the online customer experience with chatbots in e-retailing and provides empirical evidence by showing that extrinsic and intrinsic values of online customer experience are enhanced by chatbot adoption.
Keywords
Acknowledgements
This work was partially supported by Ministry of Science and Technology, Taiwan with grant number: MoST 107-2410-H-155 -037 -MY3.
Citation
Chen, J.-S., Le, T.-T. and Florence, D. (2021), "Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing", International Journal of Retail & Distribution Management, Vol. 49 No. 11, pp. 1512-1531. https://doi.org/10.1108/IJRDM-08-2020-0312
Publisher
:Emerald Publishing Limited
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