Publicação
The impact of chatbots on purchase intention
| Resumo: | The implementation of chatbots can be seen as a way of saving money in the department of customer services, since these artificial intelligence powered mechanisms can do repetitive tasks without fatigue. However, it is important to analyse how much these innovations can affect the overall purchase intention since consumers react differently to technology. This research aims to understand the use of chatbots as digital assistants in e-commerce sites. We investigate the impact of a number of chatbot attributes, specifically perceived usefulness, perceived ease of use, and trust, in purchase intention, mediated by attitudes and satisfaction with the chatbot. Data from a survey carried out with 300 respondents was analysed to test the proposed model. Findings from the quantitative data analysis supported all the proposed hypotheses. In particular findings show that perceived usefulness has a higher impact on attitude and customer satisfaction towards chatbots than perceived ease of use. Moreover, attitude towards the chatbot had higher variance percentage to predict his/her intention to purchase from chatbots. Our results are relevant for companies because we provide evidence that customers who have a positive attitude and are satisfied with the chatbot have a higher purchase intention. Thus, it is relevant to develop chatbots that are perceived as useful, easy to use and trustable. |
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| Autores principais: | Camacho, Catarina Sousa Pitta de Gouveia |
| Assunto: | Chatbots Purchase intention Trust Perceived usefulness Perceived ease of use Satisfaction Intenção de compra Confiança Utilidade percebida Facilidade de uso percebida Satisfação Ciências Sociais::Economia e Gestão |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
Atividades financiadas
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