Would an AI chatbot persuade you: An empirical answer from the elaboration likelihood model

Qian Chen, Changqin Yin and Yeming Gong ()
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Qian Chen: HZAU - Huazhong Agricultural University [Wuhan]
Changqin Yin: Wuhan Polytechnic University
Yeming Gong: EM - EMLyon Business School

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Abstract: Purpose This study investigates how artificial intelligence (AI) chatbots persuade customers to accept their recommendations in the online shopping context. Design/methodology/approach Drawing on the elaboration likelihood model, this study establishes a research model to reveal the antecedents and internal mechanisms of customers' adoption of AI chatbot recommendations. The authors tested the model with survey data from 530 AI chatbot users. Findings The results show that in the AI chatbot recommendation adoption process, central and peripheral cues significantly affected a customer's intention to adopt an AI chatbot's recommendation, and a customer's cognitive and emotional trust in the AI chatbot mediated the relationships. Moreover, a customer's mind perception of the AI chatbot, including perceived agency and perceived experience, moderated the central and peripheral paths, respectively. Originality/value This study has theoretical and practical implications for AI chatbot designers and provides management insights for practitioners to enhance a customer's intention to adopt an AI chatbot's recommendation.

Keywords: AI chatbot; Recommendation adoption; Elaboration likelihood model; Trust; Mind perception (search for similar items in EconPapers)
Date: 2025-03-14
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Published in Information Technology and People, 2025, 38 (2), 937-962 p. ⟨10.1108/ITP-10-2021-0764⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04692534

DOI: 10.1108/ITP-10-2021-0764

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