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International Journal of Retail & Distribution Management ; 49(11):1512-1531, 2021.
Article in English | ProQuest Central | ID: covidwho-1450494

ABSTRACT

PurposeThe 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/approachA 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.FindingsThe 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/valueThis 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.

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