Understanding the drivers of customers' continuance intention to use AI chatbots in e-commerce

Quang Huy Trần
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Quang Huy Trần: I-Shou University

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 5, 464-472

Abstract: The e-commerce experience has been transformed by artificial intelligence, which has also opened new avenues for customer communication through chatbots. This study aims to examine how chatbot characteristics influence continuance intention in e-commerce. Specifically, it explores how interactivity, compatibility, information quality, and service quality affect users' perceptions of chatbot usefulness and enjoyment. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. The main findings reveal that (i) information quality and service quality positively influence both perceived usefulness and perceived enjoyment of chatbots, which in turn enhance continuance intention; (ii) compatibility positively affects perceived enjoyment but not perceived usefulness; and (iii) interactivity moderates the relationship between information quality and both perceived usefulness and enjoyment. This study extends the Technology Acceptance Model by incorporating service-related and interactive factors, contributing to the growing body of knowledge on consumer behavior and technology adoption in e-commerce. The findings offer valuable insights for chatbot designers, managers, and customer service practitioners. Key Words:chatbot, Continuance Intention, TAM, Perceived Usefulness, Perceived Enjoyment

Date: 2025
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