Abstract :
In recent times, the technology of artificial intelligence (AI) has been evolved in almost all domains and has significantly benefited customer lives. In fact, consumer-facing technologies have become the most popular and in-demand services. Given the increasing admiration of AI chatbots as a means to promote and support the positive consumer experience, understanding how AI chatbots influence consumer behavior is critical for both marketeers and researchers. However, despite numerous studies being explored on AI technology, there is an absence of comprehensive research examining AI chatbot interaction quality in shaping trust and, consequently, consumer purchase intention. Our research aims to present an empirical investigation how human-like AI chatbot engagements influence consumers’ trust and purchase intentions, whilst focusing on mediating role of humanization. Our study employs SEM (Structural Equation Modeling) using Smart-PLS 4 analyzing data collected from 366 respondents obtained through a self-administered questionnaire. Henceforth, our results show that the quality of interaction with AI chatbot improves trust and has a positive effect on consumer purchase intentions. Furthermore, this study provides significant insights into the behavioral implications of AI chatbots, whereas human-like characteristic enhances the effect of trust on purchase intention. This also contributes to the understanding of AI in marketing by proposing a novel perspective to appreciate humanization in AI-driven consumer interactions.
Keyword :
AI Chatbots, Consumer Behavior, Trust in AI, Purchase Intentions, Humanization in AI