How do friendship artificial intelligence chatbots (FAIC) benefit the continuance using intention and customer engagement?

Abstract

Although there have been many AI chatbots in industry service, social media, and e‐commerce platforms, research on AI chatbots such as Replika, neglected the effects of human‐like traits on users' continuance using intention. This article aims to explore the main effects of human‐like traits (perceived warmth vs. perceived competence) of friendship AI chatbots (FAIC) on continuance using intention and customer engagement, and the moderating effects of the need to belong and information sensitivity. Three studies are conducted to collect data (Ntotal = 1420). Our findings of Study 1 demonstrate that perceived warmth and perceived competence can increase the continuance using intention to FAIC and customer engagement, and perceived usefulness plays a mediating role in our conceptual model. Additionally, consumers' need to belong (high vs. low) (Study 2) and information sensitivity (high vs. low) (Study 3) related to chat contents moderate the main effects significantly. This article contributes to the literature on the relationship between FAIC and consumers by presenting the influence of perceived warmth and perceived competence and establishing the underlying process. Analogously, the findings can be beneficial for marketers and firms in designing and developing the coding program of FAIC to promote consumers' continuance using intention and customer engagement.

AI marketing and AI‐based promotions impact on consumer behavior and the avoidance of consumer autonomy threat

“…It includes one review article based on a bibliometric study and four pieces analyzing the impact of trust, task objectivity, consumer acceptance, continuance behavior, and the effects of explainability of AI marketing and promotion systems. These topics are analyzed under consumer behavior theoretical frameworks and models, providing new insights into the influence of AI marketing and promotion on deepening our understanding of consumer behavior nowadays following the most recently published studies (e.g., Kumar et al, 2023;Li et al, 2023). In their article, "The Effect of AI Robot Characteristics and Dialectical Thinking on AI Robot Adoption Intention," Kyusung Hwang, Dongyoup Kim, Eunkyung Lee, and Yeosun Yoon explore factors that affect consumer adoption of AI robots and underlying psychological processes.…”

“…It includes one review article based on a bibliometric study and four pieces analyzing the impact of trust, task objectivity, consumer acceptance, continuance behavior, and the effects of explainability of AI marketing and promotion systems. These topics are analyzed under consumer behavior theoretical frameworks and models, providing new insights into the influence of AI marketing and promotion on deepening our understanding of consumer behavior nowadays following the most recently published studies (e.g., Kumar et al, 2023; Li et al, 2023).…”

اتجاه العملاء نحو التسوق باستخدام روبوتات المحادثة التفاعلية (Chatbots) وعلاقته بالارتباط الرقمى: الدور المعدل للخصوصية المدركة والاستغراق الشرائي

“…‫ل‬ ‫م‬ ‫اح‬ ‫ال‬ ‫م‬ ‫ي‬ ‫الع‬ ‫اول‬ ‫وت‬ (Alt et al, 2021;Cheng & Jiang, 2020;Elmashhara et al, 2023;Goli et al, 2023;Gümüş & Çark, 2021;Hepziba & John, 2020;Huang et al, 2021;Li et al, 2023;Ruan & Mezei, 2022;Song & Shin, 2022;Supakchaya et al, 2021;Tamara et al, 2023;Toader et al, 2020;Trawnih et al, 2022;Trivedi, 2019;Yu, 2021…”