School of Economics and Management, Hubei Engineering University, Xiaogan City, Hubei, 432100, PR China.
University of Sargodha, Sargodha city, Pakistan.
BMC Psychol. 2024 Oct 28;12(1):595. doi: 10.1186/s40359-024-02083-z.
This study aims to investigate the impact of interactivity and perceived humanness on trust toward AI chatbots in the e-commerce setting. Moreover, this study also aims to examine the mediation effect of trust toward AI chatbots in the relationship between interactivity and intention to adopt AI chatbots for e-commerce as well as in the relationship between perceived humanness and intention to adopt chatbots for e-commerce. This study used a time lag approach to collect the data from 343 customers from the southern region of China. The data were collected online through a questionnaire designed in Chinese language using a survey firm. The findings of this study indicated that there is a significant impact of interactivity and humanness on the trust toward chatbots. Moreover, the findings of this study indicated that there is a significant mediating effect of trust toward chatbots in the relationships of interactivity and perceived humanness to adopt chatbots for e-commerce. In addition, this study found a significant moderating influence on the perceived enjoyment of using chatbots in e-commerce settings. This study provides a unique perspective of expectation-confirmation theory for adopting emerging technologies for online shopping and also provides insights for designers and business firms to develop businesses to facilitate the AI chatbot feature for e-commerce.
本研究旨在探讨互动性和感知拟人化对电子商务环境中消费者对人工智能聊天机器人信任的影响。此外，本研究还考察了信任在互动性与采用人工智能聊天机器人进行电子商务的意愿之间关系以及感知拟人化与采用聊天机器人进行电子商务的意愿之间关系中的中介作用。本研究采用时间滞后法，从中国南部地区的 343 位客户中收集数据。通过使用调查公司以中文设计的问卷，在线收集数据。研究结果表明，互动性和拟人化对消费者对聊天机器人的信任有显著影响。此外，研究结果还表明，信任对聊天机器人在互动性和感知拟人化与采用聊天机器人进行电子商务的关系中具有显著的中介作用。此外，本研究还发现感知使用聊天机器人在电子商务环境中的享受程度对其具有显著的调节作用。本研究为采用新兴技术进行在线购物提供了期望确认理论的独特视角，也为设计师和企业提供了见解，以开发业务，促进电子商务中的人工智能聊天机器人功能。
