AI is better when I'm sure: The influence of certainty of needs on consumers' acceptance of AI chatbots

Abstract

This study examines how the certainty of consumer needs affects consumers' acceptance of artificial intelligence (AI) chatbots in the online pre-purchase stage. Three experiments are conducted to demonstrate that consumers are more likely to choose AI chatbots when their needs are more certain. This effect is mediated by consumers' perceived effectiveness of AI chatbots and moderated by product type. Specifically, when the certainty of needs is higher, consumers perceive AI chatbots to be more effective, ultimately promoting consumers' acceptance of AI chatbots. For search products, higher (vs. lower) certainty of needs increases consumers' acceptance of AI chatbots, while for experience products the certainty of needs does not significantly affect consumers' acceptance of AI chatbots. These findings make important theoretical contributions to the existing literature on AI chatbots and also provide some practical implications for electronic commerce companies to implement AI chatbot strategies more effectively.