Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers?

Abstract

The application of artificial intelligence in the retail industry has exposed many innovation opportunities and significantly impacts consumer behavior. Based on the social presence, retailer innovativeness, and self-determination theories, this study constructs an integrated and original framework for elucidating the influence mechanism of the social characteristics of anthropomorphic intelligent services (chatbots) on consumer behavioral intentions. An empirical study of Chinese consumers (n = 442) reveals the following: first, the social presence of chatbots exerts a direct and positive impact on retailer experience innovativeness and intimacy; second, retailer experiential innovativeness, intimacy, and sense of empowerment mediate the influence of the social presence of chatbots on consumers' behavioral intentions; third, the cute communication styles in the low-level social presence are very conducive for promoting the relationships between social presence and experiential innovativeness. By improving the level of social presence, formal communication styles can play a key role in promoting relationships. Theoretically, this study contributes to the social presence theory by extending it to the interaction with retailer experiential innovativeness and exploring the chain-like mediating role of experiential innovativeness, as well as the self-determined satisfaction between the social presence and consumer behavior intentions. Furthermore, this study also examines how different chatbot communication styles moderate the influence of social presence on consumers' behavioral intentions, thereby revealing the differential effects and boundary conditions of chatbot social presence on consumer behaviors. These findings will offer retailers insights into consumers' psychological activities to practically design chatbots and conduct smart retail innovation activities. | INTRODUCTIONThe existing literature defines a chatbot as "a computer program, which simulates human language employing a text-based dialogue system" (Zumstein & Hundertmark, 2017; p.98) that is supported by advanced mobile technology, cloud technology, big data, and biometrics, while relying on natural language processing, such as text and semantic analyses, to generate answers from databases or networks through the knowledge graph (Huang & Rust, 2021). Chatbots, which are utilized in many fields, are generally run as chat programs. For example, the chatbots employed by Taobao's "Ali Xiaomi" and JD's "JIMI" enable customers to improve their chat experience through social language. Further, the virtual assistant, "M," which was created by Facebook, can help users shop, book hotels, and organize trips over the network. In China, chatbots are highly valued by industries and academia. A survey by iResearch predicted that the Chinese chatbot market size, which exhibits a continuous growth trend, would reach 1.40 and 2.71 billion Yuan in 2019 and 2020, respectively; it is

Business types matter: new insights into the effects of anthropomorphic cues in AI chatbots

“…attitudes toward the AI chatbot, intentions to use the AI chatbot app and intentions to accept AI chatbot's recommendation). In other words, anthropomorphic cues will likely make consumers view an AI chatbot as a more human-like entity, which positively affects the consumers' responses (Araujo, 2018;Cai et al, 2022;Crolic et al, 2022;Chong et al, 2021;Go and Sundar, 2019;Lee and Jang, 2013;Jiang et al, 2022). Given that no research to date has taken account of the degrees of humanized profile pictures rather than simply testing the existence/absence of the human profile picture, the current study considers the degrees of humanized profile pictures.…”

“…Lee and Jang (2013) further suggested that people seemed to regard human-likeness itself as a social presence. In other words, anthropomorphic cues will likely make consumers view an AI chatbot as a more human-like entity, which positively affects the consumers’ responses (Araujo, 2018; Cai et al , 2022; Crolic et al , 2022; Chong et al , 2021; Go and Sundar, 2019; Lee and Jang, 2013; Jiang et al , 2022). For instance, Jiang et al (2022) examined the influence of the social presence of AI chatbot used anthropomorphic cues on consumers’ behavioral intentions, including continued use intentions and purchase intentions from AI chatbot’s recommendation; the result indicated that a high-level of social presence generated higher consumers’ behavioral intentions than low-level of social presence.…”

The Effects of Patient Health Information Seeking in Online Health Communities on Patient Compliance in China: Social Perspective

“…When patients perceive social presence in interactions through OHCs, they are more likely to ask for help and support and to trust other members [ 26 ]. Perceiving social presence has a positive effect on users’ continued use of web-based platforms [ 43 ] and can encourage patients to participate in OHCs’ social activities, which are beneficial for developing their sociability [ 26 ]. Moreover, perceived social presence in OHCs may influence patients’ offline health-related behaviors such as maintaining a balanced diet [ 44 ].…”

Uniqueness neglect on consumer resistance to AI

“…At present, when attention is scarce, this is undoubtedly a good way for enterprises to improve marketing efficiency (Chou et al. , 2022; Jiang et al. , 2022).…”

“…Based on the prediction of user preferences, accurate information distribution is carried out through the recommendation system. At present, when attention is scarce, this is undoubtedly a good way for enterprises to improve marketing efficiency (Chou et al, 2022;Jiang et al, 2022). It can empower users to make smarter decisions, thus providing personalized services to meet users' needs and enhance their purchase intention (Przegalinska et al, 2019a, b;Taylor and Brown, 1988;Yeomans et al, 2019).…”