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Understanding The Continuance Intention To Use Chatbot Services, Jeeyeon Kim, Yiling Li, Jeonghye Choi
Understanding The Continuance Intention To Use Chatbot Services, Jeeyeon Kim, Yiling Li, Jeonghye Choi
Asia Marketing Journal
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 …