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 |