Understanding the Continuance Intention to Use Chatbot Services

Authors

Jeeyeon Kim, Lecturer of Marketing, Department of Management and Marketing, La Trobe University, Melbourne, AustraliaFollow
Yiling Li, Ph.D. Candidate, School of Business, Yonsei University, Seoul, KoreaFollow
Jeonghye Choi, Professor of Marketing, School of Business, Yonsei University, Seoul, KoreaFollow

ORCID

Jeeyeon Kim 0000-0002-4818-4385

Yiling Li 0000-0003-1773-2534

Abstract

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these findings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.

Recommended Citation

Kim, Jeeyeon; Li, Yiling; and Choi, Jeonghye (2023) "Understanding the Continuance Intention to Use Chatbot Services," Asia Marketing Journal: Vol. 25 : Iss. 3 , Article 1.
Available at: https://doi.org/10.53728/2765-6500.1613

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.