What makes you continuously use chatbot services? Evidence from chinese online travel agencies

Abstract

Thanks to artificial intelligence, chatbots have been applied to many consumer-facing applications, especially to online travel agencies (OTAs). This study aims to identify five quality dimensions of chatbot services and investigate their effect on user confirmation, which in turn leads to use continuance. In addition, the moderating role of technology anxiety in the relationships between chatbot quality dimensions and post-use confirmation is examined. Survey data were gathered from 295 users of Chinese OTAs. Partial Least Square (PLS) was used to analyze measurement and structural models. Understandability, reliability, assurance, and interactivity are positively associated with post-use confirmation and technology anxiety moderates the relationships between four chatbot quality dimensions and confirmation. Confirmation is positively associated with satisfaction, which in turn influences use continuance intention. This study examines how chatbot services in OTAs are considered by users (human-like agents vs. technology-enabled services) by investigating the moderating role of technology anxiety.

Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development

“…Third, some empirical studies have recently been conducted to explore the issues regarding chatbot adoption in customer service, such as the usability of the chatbot services [38], the effect of chatbot services on customer satisfaction [22,33], and customers' preferences (human vs. chatbot services) in resolving their tasks [39]. These studies have been conducted in various contexts, such as banking services [22], online travel agencies [40], luxury brands [33], and social media [41].…”

“…To name a few, Chung et al [33] found that chatbots with good interactive e-service are able to viably enhance the levels of satisfaction of luxury brand customers. Li et al [40] examined the relationship between chatbot services and customer satisfaction in the context of online travel agencies and suggested that customer satisfaction could be enhanced when they perceive that the chatbot services are of high quality. However, it is more necessary to answer the question of whether and in which conditions these users who have adopted the use of chatbot services will continue using them in the future.…”

“…Additionally, apart from satisfaction, trust is also a vital factor determining users' continuance intentions [68]. Two of the most recent studies regarding chatbot users' continuance intentions (i.e., [40,42]) found that one of their limitations is omitting the role of trust in users' continuance intentions. With the arguments above, combining all constructs of the D&M ISS model, the ECM, and the trust concept expectedly provides the more comprehensive viewpoint to understand users' continuance intentions in the context of banks' chatbot services.…”

The continuation and recommendation intention of artificial intelligence-based voice assistant systems (AIVAS): the influence of personal traits

“…Therefore, a related stream of future research on AIVAS could include constructs that are specifically related to the technological characteristics or users' beliefs for AI. For example, the system characteristics or users' beliefs such as perceived humanness, AI-understandability of humans, interaction quality or interactivity can be used to extend the PAMISC to better understand the role of “artificial intelligence” (Li et al , 2021; Seeber et al , 2020).…”

The Use of Chatbots in Digital Business Transformation: A Systematic Literature Review

“…Chatbots are used to make product or service recommendations regarding shopping, financial or health related decisions [25], [31]- [34]. Researchers are, amongst others, focusing on investigating how to build better social bots for interaction in business or commercial environments, how to improve services with chatbots, which factors affect user perceptions of chatbots or how to encourage repetitive use of chatbots [35]- [42].…”