Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth

Abstract

Based on the stimulus organism theory (S-O-R), the current study examines how the chatbot service quality influences e-brand loyalty among luxury fashion brand users and their adoption of it. In the current study, stimuli represent the chatbot service quality and chatbot awareness, prompting positive and negative emotional responses among Chinese users. However, these responses are influenced by the user's experience with chatbot usage, and trust is considered the organism in the S-O-R framework. In response to the user’s ultimate trust, experience, electronic word of mouth (eWOM) and e-brand loyalty are enhanced. Similarly, our study framework is supported by the S-O-R theory. Data was gathered by convenience sampling and a cross-sectional research approach from 301 Chinese consumers of luxury fashion brands. The proposed relationships were tested using PLS-SEM through PLS-Smart software. The findings showed that AI-chatbot service quality significantly influences customer e-brand loyalty. Furthermore, chatbot user trust, experience, and electronic word of mouth significantly mediate the relationship between AI-chatbot service quality and customer e-brand loyalty. In a nutshell, applying S-O-R theory, our proposed model results provide valuable insights into the dynamics of AI-chatbot-driven interactions among Chinese luxury fashion brand consumers. Further, it explains the pivotal role of AI-chatbot service quality in fostering customer trust and e-brand loyalty. Moreover, the current study contributes to theoretical and practical knowledge.