Abstract
The area of e-marketing can benefit from the usage of digital technology like chatbots. This study aimed to determine the impact of chatbots on customers’ purchase intentions. An empirical study was carried out on the impact of chatbot agent’s informational support, Emotional Credibility, and trust on purchasing intentions. The data was collected through an online survey from 223 Delhi-NCR customers who use chatbots while making online purchases. PLS-SEM was used to analyze the data that was collected. The results of structural equation modeling (SEM) showed a significant impact on informational support, emotional credibility, and trust of chatbots on purchase intentions of customers. The results of the study can be used as guidance by marketers to achieve a competitive edge in the changing business environment. The findings of the present study will encourage marketers to use technologies such as chatbots and help customers to get information. The marketers are encouraged to utilize and monitor chatbots efficiently and effectively. This study intends to contribute to the field of e-marketing.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Adam, M., Wessel, M., & Benlian, A. (2021). AI-based chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427–445. https://doi.org/10.1007/s12525-020-00414-7
Balakrishnan, J., & Dwivedi, Y. K. (2021). Conversational commerce: Entering the next stage of AI-powered digital assistants. Annals of Operations Research. https://doi.org/10.1007/s10479-021-04049-5
Behera, R. K., Bala, P. K., & Ray, A. (2021). Cognitive Chatbot for personalised contextual customer service: Behind the scene and beyond the hype. Information Systems Frontiers. https://doi.org/10.1007/s10796-021-10168-y
Blut, M., Wang, C., WĂĽnderlich, N. V., & Brock, C. (n.d.). Understanding anthropomorphism in service provision: A meta-analysis of physical robots, chatbots, and other AI. https://doi.org/10.1007/s11747-020-00762-y/Published
Brachten, F., Brünker, F., Frick, N. R. J., Ross, B., & Stieglitz, S. (2020). On the ability of virtual agents to decrease cognitive load: An experimental study. Information Systems and e-Business Management, 18(2), 187–207. https://doi.org/10.1007/s10257-020-00471-7
Cheng, Y., & Jiang, H. (2022). Customer–brand relationship in the era of artificial intelligence: Understanding the role of chatbot marketing efforts. Journal of Product and Brand Management, 31(2), 252–264. https://doi.org/10.1108/JPBM-05-2020-2907
Chin, W., & Marcoulides, G. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 8.
Chong, L. L., Ong, H. B., & Tan, S. H. (2021). Acceptability of mobile stock trading application: A study of young investors in Malaysia. Technology in Society, 64, 101497. https://doi.org/10.1016/j.techsoc.2020.101497
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587–595. https://doi.org/10.1016/j.jbusres.2018.10.004
de Cosmo, L. M., Piper, L., & Di Vittorio, A. (2021). The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. Italian Journal of Marketing, 2021(1–2), 83–102. https://doi.org/10.1007/s43039-021-00020-1
Erhan, L., Ndubuaku, M.U., Mauro, M.D., Song, W., Chen, M., Fortino, G., Bagdasar, O., & Liotta, A. (2020). Smart anomaly detection in sensor systems: A multi-perspective review. arXiv: Learning.
Fabbri, M. (2022). Social influence for societal interest: A pro-ethical framework for improving human decision making through multi-stakeholder recommender systems. AI & SOCIETY, 38, 995. https://doi.org/10.1007/s00146-022-01467-2
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Fortino, G., Messina, F., Rosaci, D., & Sarné, G. M. L. (2020). Using blockchain in a reputation-based model for grouping agents in the internet of things. IEEE Transactions on Engineering Management, 67(4), 1231–1243. https://doi.org/10.1109/TEM.2019.2918162
Fotheringham, D., & Wiles, M. A. (2022). The effect of implementing chatbot customer service on stock returns: An event study analysis. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00841-2
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), Advances in international marketing (pp. 277–319). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Jannach, D. (2022). Evaluating conversational recommender systems. Artificial Intelligence Review, 56, 2365. https://doi.org/10.1007/s10462-022-10229-x
Johannsen, F., Schaller, D., & Klus, M. F. (2021). Value propositions of chatbots to support innovation management processes. Information Systems and e-Business Management, 19(1), 205–246. https://doi.org/10.1007/s10257-020-00487-z
Kuhail, M. A., Alturki, N., Alramlawi, S., & Alhejori, K. (2022). Interacting with educational chatbots: A systematic review. Education and Information Technologies, 28, 973. https://doi.org/10.1007/s10639-022-11177-3
Kushwaha, A. K., & Kar, A. K. (2021). MarkBot – A language model-driven Chatbot for interactive marketing in post-modern world. Information Systems Frontiers. https://doi.org/10.1007/s10796-021-10184-y
Lappeman, J., Marlie, S., Johnson, T., & Poggenpoel, S. (2022). Trust and digital privacy: Willingness to disclose personal information to banking chatbot services. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264-022-00154-z
Lee, C. T., Pan, L. Y., & Hsieh, S. H. (2021). Artificial intelligent chatbots as brand promoters: A two-stage structural equation modeling-artificial neural network approach. Internet Research. https://doi.org/10.1108/INTR-01-2021-0030
Li, M., & Buchthal, S. (2012). Advisory services in the virtual world: An empowerment perspective. Electronic Commerce Research, 12(1), 53–96. https://doi.org/10.1007/s10660-012-9088-6
Liu, H., Peng, H., Song, X., Xu, C., & Zhang, M. (2022). Using AI chatbots to provide self-help depression interventions for university students: A randomized trial of effectiveness. Internet Interventions, 27, 100495. https://doi.org/10.1016/j.invent.2022.100495
Liu-Thompkins, Y., Okazaki, S., & Li, H. (2022). Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience. Journal of the Academy of Marketing Science, 50, 1198. https://doi.org/10.1007/s11747-022-00892-5
Low, M. P., Cham, T. H., Chang, Y. S., & Lim, X. J. (2021). Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness. Quality and Quantity. https://doi.org/10.1007/s11135-021-01147-1
Mokmin, N. A. M., & Ibrahim, N. A. (2021). The evaluation of chatbot as a tool for health literacy education among undergraduate students. Education and Information Technologies, 26(5), 6033–6049. https://doi.org/10.1007/s10639-021-10542-y
Nirala, K. K., Singh, N. K., & Purani, V. S. (2022). A survey on providing customer and public administration based services using AI: Chatbot. Multimedia Tools and Applications, 81(16), 22215–22246. https://doi.org/10.1007/s11042-021-11458-y
Oh, Y. J., Zhang, J., Fang, M. L., & Fukuoka, Y. (2021). A systematic review of artificial intelligence chatbots for promoting physical activity, healthy diet, and weight loss. International Journal of Behavioral Nutrition and Physical Activity, 18(1). https://doi.org/10.1186/s12966-021-01224-6
Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57, 102207. https://doi.org/10.1016/j.jretconser.2020.102207
Potts, C., Ennis, E., Bond, R. B., Mulvenna, M. D., McTear, M. F., Boyd, K., Broderick, T., Malcolm, M., Kuosmanen, L., Nieminen, H., Vartiainen, A. K., Kostenius, C., Cahill, B., Vakaloudis, A., McConvey, G., & O’Neill, S. (2021a). Chatbots to support mental wellbeing of people living in rural areas: Can user groups contribute to co-design? Journal of Technology in Behavioral Science, 6, 652. https://doi.org/10.1007/s41347-021-00222-6
Ringle, C. M., & Sarstedt, M. (2016). Gain more insight from your PLS-SEM results: The importance-performance map analysis. Industrial Management & Data Systems, 116(9), 1865–1886. https://doi.org/10.1108/IMDS-10-2015-0449
Savaglio, C., & Fortino, G. (2021). A simulation-driven methodology for IoT data mining based on edge computing. ACM Transactions on Internet Technology, 21(2), 30, 22 pages. https://doi.org/10.1145/3402444
Shin, K. J., Tada, N., & Managi, S. (2019). Consumer demand for fully automated driving technology. Economic Analysis and Policy, 61, 16–28. https://doi.org/10.1016/j.eap.2018.10.002
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. https://doi.org/10.1007/s11747-018-0621-6
Sung, E. (Christine), Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International Journal of Information Management, 60, 102382. https://doi.org/10.1016/j.ijinfomgt.2021.102382
Thomaz, F., Salge, C., Karahanna, E., & Hulland, J. (2020). Learning from the Dark Web: Leveraging conversational agents in the era of hyper-privacy to enhance marketing. Journal of the Academy of Marketing Science, 48(1), 43–63. https://doi.org/10.1007/s11747-019-00704-3
Xiao, W., Miao, Y., Fortino, G., Wu, D., Chen, M., & Hwang, K. (2022). Collaborative cloud-edge service cognition framework for DNN configuration toward smart IIoT. IEEE Transactions on Industrial Informatics, 18(10), 7038–7047. https://doi.org/10.1109/TII.2021.3105399
Yen, C., & Chiang, M. C. (2021). Trust me, if you can: A study on the factors that influence consumers’ purchase intention triggered by chatbots based on brain image evidence and self-reported assessments. Behaviour and Information Technology, 40(11), 1177–1194. https://doi.org/10.1080/0144929X.2020.1743362
Yin, J., & Qiu, X. (2021). Ai technology and online purchase intention: Structural equation model based on perceived value. Sustainability (Switzerland), 13(10). https://doi.org/10.3390/su13105671
Zhang, Z., Takanobu, R., Zhu, Q., Huang, M., & Zhu, X. (2020). Recent advances and challenges in task-oriented dialog systems. SCIENCE CHINA Technological Sciences, 63(10), 2011–2027. https://doi.org/10.1007/s11431-020-1692-3
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Tyagi, P., Jain, A. (2023). AI-Based Chatbot Agents as Drivers of Purchase Intentions: An Interdisciplinary Study. In: Sharma, R., Jeon, G., Zhang, Y. (eds) Data Analytics for Internet of Things Infrastructure. Internet of Things. Springer, Cham. https://doi.org/10.1007/978-3-031-33808-3_5
Download citation
DOI: https://doi.org/10.1007/978-3-031-33808-3_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-33807-6
Online ISBN: 978-3-031-33808-3
eBook Packages: Computer ScienceComputer Science (R0)