Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing

Abstract

Purpose

The rapid evolution in artificial intelligence (AI) has redefined the customer experience and created huge opportunities for companies to interact with customers using chatbots. This study explores the role of AI chatbots in influencing the online customer experience and customer satisfaction in e-retailing.

Design/methodology/approach

A research model based on the technology acceptance model and information system success model is proposed to describe the interrelationships among chatbot adoption, online customer experience and customer satisfaction. Personality is a moderator in the model. The authors used a quantitative approach to collect 425 useable online questionnaires and Statistical Product and Service Solutions (SPSS) and SmartPLS to analyze the measurement model and proposed hypotheses.

Findings

The usability of the chatbot had a positive influence on extrinsic values of customer experience, whereas the responsiveness of the chatbot had a positive impact on intrinsic values of customer experience. Furthermore, online customer experience had a positive relationship with customer satisfaction, and personality influenced the relationship between the usability of the chatbot and extrinsic values of customer experience.

Originality/value

This research extends understanding of the online customer experience with chatbots in e-retailing and provides empirical evidence by showing that extrinsic and intrinsic values of online customer experience are enhanced by chatbot adoption.

Citation

Chen, J.-S., Le, T.-T. and Florence, D. (2021), "Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing", International Journal of Retail & Distribution Management, Vol. 49 No. 11, pp. 1512-1531. https://doi.org/10.1108/IJRDM-08-2020-0312