The moderating effect of the need for interaction with a service employee on purchase intention in chatbots
Due to the advances of AI, the chatbot has replaced several functions once performed by humans. However, despite the growing adoption of chatbots by companies, consumers have held some reservations about using the tool – especially when finalizing purchases. Our study aims to verify the role of bran...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021-01-01
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| Series: | Telematics and Informatics Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772503022000019 |
| _version_ | 1817995290870808576 |
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| author | Tércio Pereira Dr. Pablo Flôres Limberger Dr. Carlos Marcelo Ardigó |
| author_facet | Tércio Pereira Dr. Pablo Flôres Limberger Dr. Carlos Marcelo Ardigó |
| author_sort | Tércio Pereira |
| collection | DOAJ |
| description | Due to the advances of AI, the chatbot has replaced several functions once performed by humans. However, despite the growing adoption of chatbots by companies, consumers have held some reservations about using the tool – especially when finalizing purchases. Our study aims to verify the role of brand attachment in the purchase intention, and the moderating effect of the need to interact with service employees (NFI-SE) in these relationships. Using PLS-SEM, the results reveal that TAM and ISS influence satisfaction and purchase intention. In addition, NFI-SE moderates the relationship between satisfaction and brand attachment, and the relationship between satisfaction and purchase intention. Offering the possibility of interaction with human service during the conversation can increase satisfaction and brand attachment, as well as increasing purchase intentions. The absence of an escape mechanism from a robotic interaction to a human interaction can cause frustration in users when not having their needs met. |
| first_indexed | 2024-04-14T02:03:51Z |
| format | Article |
| id | doaj.art-a9de7a99ee1a46199b33b0992ebad550 |
| institution | Directory Open Access Journal |
| issn | 2772-5030 |
| language | English |
| last_indexed | 2024-04-14T02:03:51Z |
| publishDate | 2021-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Telematics and Informatics Reports |
| spelling | doaj.art-a9de7a99ee1a46199b33b0992ebad5502022-12-22T02:18:44ZengElsevierTelematics and Informatics Reports2772-50302021-01-011100003The moderating effect of the need for interaction with a service employee on purchase intention in chatbotsTércio Pereira0Dr. Pablo Flôres Limberger1Dr. Carlos Marcelo Ardigó2Master in Tourism and Hospitality (UNIVALI), PhD. Student in Tourism and Hospitality (UNIVALI), University of Vale do Itajaí - UNIVALI - Balneário Camboriú - SC - Brazil, Balneário Camboriu-SC - Brazil; Corresponding author.PhD in Tourism and Hospitality (UNIVALI), Teacher and Researcher of the Master and Doctorate Program in Tourism and Hospitality, University of Vale do Itajaí - UNIVALI - Balneário Camboriú - SC - Brazil; 5th Avenue, 1,100 - Block 07 - Room 204- Neighborhood: Municipalities, ZIP Code 88337-300 Balneário Camboriú-SC - Brazil5th Avenue, 1,100 - Block 07 - Room 204- Neighborhood: Municipalities, ZIP Code 88337-300 Balneário Camboriú-SC - Brazil; PhD in Production Engineering in the Organizational Intelligence Concentration Area at the Federal University of Santa Catarina (UFSC), Teacher and Researcher of the Master and Doctorate Program in Tourism and Hospitality, University of Vale do Itajaí - UNIVALI - Balneário Camboriú - SC - BrazilDue to the advances of AI, the chatbot has replaced several functions once performed by humans. However, despite the growing adoption of chatbots by companies, consumers have held some reservations about using the tool – especially when finalizing purchases. Our study aims to verify the role of brand attachment in the purchase intention, and the moderating effect of the need to interact with service employees (NFI-SE) in these relationships. Using PLS-SEM, the results reveal that TAM and ISS influence satisfaction and purchase intention. In addition, NFI-SE moderates the relationship between satisfaction and brand attachment, and the relationship between satisfaction and purchase intention. Offering the possibility of interaction with human service during the conversation can increase satisfaction and brand attachment, as well as increasing purchase intentions. The absence of an escape mechanism from a robotic interaction to a human interaction can cause frustration in users when not having their needs met.http://www.sciencedirect.com/science/article/pii/S2772503022000019ChatbotTechnology acceptancePurchase intentionBrand attachmenthuman-robot interaction |
| spellingShingle | Tércio Pereira Dr. Pablo Flôres Limberger Dr. Carlos Marcelo Ardigó The moderating effect of the need for interaction with a service employee on purchase intention in chatbots Telematics and Informatics Reports Chatbot Technology acceptance Purchase intention Brand attachment human-robot interaction |
| title | The moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| title_full | The moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| title_fullStr | The moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| title_full_unstemmed | The moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| title_short | The moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| title_sort | moderating effect of the need for interaction with a service employee on purchase intention in chatbots |
| topic | Chatbot Technology acceptance Purchase intention Brand attachment human-robot interaction |
| url | http://www.sciencedirect.com/science/article/pii/S2772503022000019 |
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