Abstract
As chatbots become integral to digital commerce in the fashion industry, this study evaluates their influence on user trust and the consequent intention for continued engagement. Specifically, it investigates how chatbot characteristics—namely interest, effectiveness, immersion, anthropomorphism, and innovation—affect user trust and their continuous usage intentions within fashion digital commerce platforms. Employing a quantitative survey method, the study gauges the impact of chatbot attributes on trust and the likelihood of ongoing interaction. Findings reveal that chatbot effectiveness, immersion, anthropomorphism, and innovation substantially bolster user trust, which fosters a higher propensity for users to maintain their engagement with the platform. This highlights trust as a pivotal mediating factor that connects chatbot features to the enduring engagement of users in the digital commerce landscape.
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