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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2023-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1613&context=journal |
| _version_ | 1797635722305339392 |
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| author | Jeeyeon Kim Yiling Li Jeonghye Choi |
| author_facet | Jeeyeon Kim Yiling Li Jeonghye Choi |
| author_sort | Jeeyeon Kim |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-11T12:24:27Z |
| format | Article |
| id | doaj.art-27bf173ff24e4d10a665e30e5faa5b2a |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-03-11T12:24:27Z |
| publishDate | 2023-10-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-27bf173ff24e4d10a665e30e5faa5b2a2023-11-06T10:49:00ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002023-10-0125399110https://doi.org/10.53728/2765-6500.1613Understanding the Continuance Intention to Use Chatbot ServicesJeeyeon Kim0https://orcid.org/0000-0002-4818-4385Yiling Li1https://orcid.org/0000-0003-1773-2534Jeonghye Choi2Department of Management and Marketing, La Trobe University, Melbourne, AustraliaSchool of Business, Yonsei University, Seoul, Korea,School of Business, Yonsei University, Seoul, KoreaChatbot 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.https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1613&context=journalchatbotservicestheoryofplannedbehaviorinteractionqualityinformationqualitycontinuanceintentionto use |
| spellingShingle | Jeeyeon Kim Yiling Li Jeonghye Choi Understanding the Continuance Intention to Use Chatbot Services Asia Marketing Journal chatbotservices theoryofplannedbehavior interactionquality informationquality continuanceintentionto use |
| title | Understanding the Continuance Intention to Use Chatbot Services |
| title_full | Understanding the Continuance Intention to Use Chatbot Services |
| title_fullStr | Understanding the Continuance Intention to Use Chatbot Services |
| title_full_unstemmed | Understanding the Continuance Intention to Use Chatbot Services |
| title_short | Understanding the Continuance Intention to Use Chatbot Services |
| title_sort | understanding the continuance intention to use chatbot services |
| topic | chatbotservices theoryofplannedbehavior interactionquality informationquality continuanceintentionto use |
| url | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1613&context=journal |
| work_keys_str_mv | AT jeeyeonkim understandingthecontinuanceintentiontousechatbotservices AT yilingli understandingthecontinuanceintentiontousechatbotservices AT jeonghyechoi understandingthecontinuanceintentiontousechatbotservices |