Publicação
O Impacto dos Esforços de Marketing dos Chatbots na Experiência e Lealdade do Consumidor
| Resumo: | The rapid expansion of chatbot use in digital marketing has reshaped the way companies interact with consumers by enabling personalized interactions and real-time responses. Despite their growing importance, prior research has often examined variables such as trust, anthropomorphism, or user experience in isolation, overlooking the integrative role of marketing efforts in fostering long-term relationships.In this context, the main objective of this study was to analyze how chatbot marketing efforts influence perceived anthropomorphism, trust, and emotional support, as well as the impact of user experience, affinity, and perceived quality on continuance intention. To achieve this, a conceptual model was developed based on a literature review and empirically validated through an online survey, which yielded 209 valid responses. Data analysis was conducted using IBM SPSS and AMOS, applying confirmatory factor analysis and structural equation modeling.The findings indicate that chatbot marketing efforts have a positive and significant effect on anthropomorphism, trust, and emotional support. Results further reveal that anthropomorphism and trust positively influence user experience, which in turn significantly impacts affinity and continuance intention. Although perceived quality showed weaker effects than expected, it nonetheless emerged as an important element in strengthening user–chatbot relationships.This study advances theoretical knowledge in digital marketing and applied artificial intelligence by proposing and empirically validating an integrative model that connects cognitive, emotional, and behavioral dimensions. From a managerial perspective, the findings provide practical insights for organizations aiming to optimize chatbot use. Specifically, they highlight the importance of trust-building strategies, consistent communication, and personalization as key factors for enhancing user experience and fostering customer loyalty in digital environments. |
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| Autores principais: | Oliveira, Vítor Pombinha Felismina |
| Assunto: | Chatbots Digital marketing Consumer behavior Brand loyalty E-commerce Chatbots Marketing digital Comportamento do consumidor Lealdade à marca E-commerce |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Coimbra |
| Idioma: | português |
| Origem: | Estudo Geral - Universidade de Coimbra |
| Resumo: | The rapid expansion of chatbot use in digital marketing has reshaped the way companies interact with consumers by enabling personalized interactions and real-time responses. Despite their growing importance, prior research has often examined variables such as trust, anthropomorphism, or user experience in isolation, overlooking the integrative role of marketing efforts in fostering long-term relationships.In this context, the main objective of this study was to analyze how chatbot marketing efforts influence perceived anthropomorphism, trust, and emotional support, as well as the impact of user experience, affinity, and perceived quality on continuance intention. To achieve this, a conceptual model was developed based on a literature review and empirically validated through an online survey, which yielded 209 valid responses. Data analysis was conducted using IBM SPSS and AMOS, applying confirmatory factor analysis and structural equation modeling.The findings indicate that chatbot marketing efforts have a positive and significant effect on anthropomorphism, trust, and emotional support. Results further reveal that anthropomorphism and trust positively influence user experience, which in turn significantly impacts affinity and continuance intention. Although perceived quality showed weaker effects than expected, it nonetheless emerged as an important element in strengthening user–chatbot relationships.This study advances theoretical knowledge in digital marketing and applied artificial intelligence by proposing and empirically validating an integrative model that connects cognitive, emotional, and behavioral dimensions. From a managerial perspective, the findings provide practical insights for organizations aiming to optimize chatbot use. Specifically, they highlight the importance of trust-building strategies, consistent communication, and personalization as key factors for enhancing user experience and fostering customer loyalty in digital environments. |
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