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

Abstract

This research aimed to test the attitude of Egyptian consumers towards shopping assistant chatbots and its relationship with digital engagement through mediating role of functional usefulness, hedonic usefulness, and attitude, as well as the moderating role of perceived privacy and purchase involvement. A structural equation modelling has been developed to investigate the relationship between research variables. The quantitative method was chosen in this research with deductive approach. To collect the primary data, the researcher designed a questionnaire and data have been collected from websites from Egyptian consumers. The Warp PLS 7 program is used for processing primary data. Response size is 436.The results show that shopping assistant chatbots, functional usefulness, hedonic usefulness, attitude, perceived privacy, purchase involvement and digital engagement are significantly related. It indicates that functional usefulness is affected positively by some determinants of shopping assistant chatbots. Also, it indicates that hedonic usefulness is affected positively by some determinants of shopping assistant chatbots. Functional usefulness and hedonic usefulness have a positive effect on attitude towards shopping assistant chatbots. Some determinants of shopping assistant chatbots have a positive effect on digital engagement. In addition, it shows that functional usefulness and hedonic usefulness, and attitude significantly mediate the relationship between shopping assistant chatbots and digital engagement. It also found a significant moderating role for both perceived privacy and purchase involvement in the relationship between attitude towards shopping assistant chatbots and digital engagement. The results also found significant differences in customers , perception of research variables according to gender, age, monthly income, education level.