Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Understanding the Continuance Intention to Use Chatbot Services

  • Jeeyeon Kim (Department of Management and Marketing, La Trobe University) ;
  • Yiling Li (School of Business, Yonsei University) ;
  • Jeonghye Choi (School of Business, Yonsei University)
  • Received : 2023.05.02
  • Accepted : 2023.08.04
  • Published : 2023.10.31
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Abstract

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 ndings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.

Keywords

Acknowledgement

This research was supported by the fund of Yonsei Business Research Institute. This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020S1A3A2A02093277). This research was supported by the Yonsei Signature Research Cluster Program of 2023-22-0014.

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