Perceived experiential value and continued use intention of e-retail chatbots

Abstract

Purpose In the quest to build a sense of human contact, e-retailers are increasingly depending on the scalability of chatbots to promote assistive dialogue during online shopping. Not much is known about the experiential value of customer interaction. This research proposes and evaluates a conceptual model for understanding the value perceptions emanating from the experiences of fashion shoppers utilising e-retail chatbots. Design/methodology/approach Data were collected using an online survey administered to 460 online panellists. Structural equation modelling was used to test the proposed research model. Findings Continued chatbot use intentions (CUIs) are influenced positively by perceived hedonic and utilitarian experiential value. Perceived social experiential value had a negative effect on shoppers’ continued intention to use the chatbot. Both perceived chatbot anthropomorphism and perceived chatbot intelligence positively and significantly affect shoppers’ experiential value while perceived chatbot risk yields a significantly negative effect. Social implications By using conversational artificial intelligence chatbots, engagement at e-retail stores can be driven based on the user data and made more interactive. Originality/value The study introduces an e-retail chatbot model which asserts the power of selected chatbot attributes as catalysts of shoppers’ experiential value. Cumulatively, the model is a first-step approach providing a novel and balanced (both positive attributes and negative risks) view of chatbot continued use intentions.