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Author(s): Ana Torres
Catarina Delgado
Title: Assessing Customer Interactions With Chatbots in Online Shopping Experiences
Issue Date: 2023
Abstract: <jats:p>Chatbots are website artificial intelligence-based and automated customer support tools to improve the customer experience, to reduce costs, and to improve service quality. This study aims to understand and analyze the user-technology interaction and technology-engagement success measures to assess online customer engagement with chatbots and the impact on repurchase intention, within e-commerce websites. The sample data consists of 227 online consumer responses collected through an electronic survey. Only 165 respondents, which have used a chatbot to assist the online purchase process, are included in the effective sample. This research contributes to the digital marketing literature by complementing existing research exploring human-technology interactions, assessing how consumers interact with chatbot technology and how it affects customer engagement and behavioral outcomes within e-retail contexts. The study findings provide several challenges for managers. Finally, it discusses emerging trends in the digital marketing field, offering insights for future research avenues.</jats:p>
Source: Promoting Organizational Performance Through 5G and Agile Marketing
Document Type: Capítulo ou Parte de Livro
Rights: restrictedAccess
Appears in Collections:FEP - Capítulo ou Parte de Livro

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