Assessing Customer Interactions With Chatbots in Online Shopping Experiences

• Type: Chapter or Part of a Book
• Date: 2023

Authors

Ana Torres (Author) Other; Catarina Delgado (Author) FEP

Book

Title: Promoting Organizational Performance Through 5G and Agile Marketing

Pages: 203-223

Other information

Authenticus ID: P-00X-CS3

DOI: 10.4018/978-1-6684-5523-4.ch011

Abstract (EN): <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>

Language: English

Type (Professor's evaluation): Scientific