Abstract
Chatbots are technological tools equipped with artificial intelligence that allow companies to interact with their consumers. Through their computers or mobile devices, consumers can use this technology to search for information, make purchases or request after-sales services. This study aims to identify the role of attitude toward chatbots and privacy concern in the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. After reviewing the literature, the study proposes a moderated mediation model. Through a survey, the study shows that attitude toward mobile advertising does not have a direct effect on the behavioral intent to use chatbot, but is rather mediated by one’s attitude toward chatbots. In fact, the interactivity is unidirectional in the case of mobile advertising (from the company to the consumer), but bidirectional in the case of chatbots (in which consumers have an active role in communication). In line with these assumptions, the data analysis shows that internet privacy concerns only negatively moderate the relationship between attitude toward chatbots and behavioral intent to use this technology. These results can be useful for companies and researchers in terms of developing and testing new digital marketing strategies. The paper concludes with a discussion of the results’ theoretical and managerial implications.
Highlights
The growing diffusion of Artificial Intelligence (AI)—understood as a set of information systems based on technologies and devices with the ability to complete tasks typically related to human intelligence—has opened new opportunities for studies of consumer behavior
This paper demonstrates how consumers’ intention to use chatbots for purchases mainly depends on their positive attitude toward chatbots
People’s attitude toward mobile advertising, despite being an antecedent of said intention, is mediated by their attitude toward chatbots
Summary
The growing diffusion of Artificial Intelligence (AI)—understood as a set of information systems based on technologies and devices with the ability to complete tasks typically related to human intelligence—has opened new opportunities for studies of consumer behavior. The use of Business Intelligence and Analytics (BI&A) can create competitive advantages for organizations through the improvement of individual commercial activities (Xu et al, 2017) and the management of customer relationships (Nam et al, 2018). The propagation of digitalized tools (e.g., smartphones) facilitates new ways for companies to manage their marketing activities (Verhoef et al, 2015). Is a subset of electronic commerce (e-commerce) that uses social media to support the exchange of user-generated content and thereby improve the online shopping experience (Marsden, 2010). Companies can use m-marketing to improve customers’ relationship with a brand, whether through text messages, mobile advertising, mobile content (generated by users), and m-commerce (Watson et al, 2013)
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