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What makes you continuously use chatbot services? Evidence from chinese online travel agencies

Author

Listed:
  • Lin Li

    (Kyung Hee University)

  • Kyung Young Lee

    (Dalhousie University)

  • Emmanuel Emokpae

    (Dalhousie University)

  • Sung-Byung Yang

    (Kyung Hee University)

Abstract

Thanks to artificial intelligence, chatbots have been applied to many consumer-facing applications, especially to online travel agencies (OTAs). This study aims to identify five quality dimensions of chatbot services and investigate their effect on user confirmation, which in turn leads to use continuance. In addition, the moderating role of technology anxiety in the relationships between chatbot quality dimensions and post-use confirmation is examined. Survey data were gathered from 295 users of Chinese OTAs. Partial Least Square (PLS) was used to analyze measurement and structural models. Understandability, reliability, assurance, and interactivity are positively associated with post-use confirmation and technology anxiety moderates the relationships between four chatbot quality dimensions and confirmation. Confirmation is positively associated with satisfaction, which in turn influences use continuance intention. This study examines how chatbot services in OTAs are considered by users (human-like agents vs. technology-enabled services) by investigating the moderating role of technology anxiety.

Suggested Citation

  • Lin Li & Kyung Young Lee & Emmanuel Emokpae & Sung-Byung Yang, 2021. "What makes you continuously use chatbot services? Evidence from chinese online travel agencies," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 575-599, September.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:3:d:10.1007_s12525-020-00454-z
    DOI: 10.1007/s12525-020-00454-z
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    Cited by:

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    2. Dung Minh Nguyen & Yen-Ting Helena Chiu & Huy Duc Le, 2021. "Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development," Sustainability, MDPI, vol. 13(14), pages 1-24, July.
    3. Mu Shengdong & Zheng Zeng & Wei Jintong & Wang Yuanyuan & Xiong Ying, 2022. "RETRACTED ARTICLE: Research on heterogeneous customer hotel supply chain channel selection model based on game theory," Operations Management Research, Springer, vol. 15(3), pages 998-1009, December.
    4. Song, Mengmeng & Zhang, Huixian & Xing, Xinyu & Duan, Yucong, 2023. "Appreciation vs. apology: Research on the influence mechanism of chatbot service recovery based on politeness theory," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
    6. Kayeser Fatima, Johra & Khan, Md Irfanuzzaman & Bahmannia, Somayeh & Chatrath, Sarvjeet Kaur & Dale, Naomi F. & Johns, Raechel, 2024. "Rapport with a chatbot? The underlying role of anthropomorphism in socio-cognitive perceptions of rapport and e-word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Amina Badreddine, 2023. "The Artificial Intelligence In E-Commerce," Post-Print hal-04379642, HAL.
    8. Le, Hoang Tran Phuoc Mai & Park, Jungkun & Lee, Sangwoo, 2023. "Emotion and trust in virtual service assistant design for effective service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Massilva Dekkal & Manon Arcand & Sandrine Prom Tep & Lova Rajaobelina & Line Ricard, 2024. "Factors affecting user trust and intention in adopting chatbots: the moderating role of technology anxiety in insurtech," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 699-728, September.
    10. Kang, Weiyao & Shao, Bingjia & Du, Shan & Chen, Hongquan & Zhang, Yong, 2024. "How to improve voice assistant evaluations: Understanding the role of attachment with a socio-technical systems perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    11. Weng Marc Lim & Gaurav Gupta & Baidyanath Biswas & Rohit Gupta, 2022. "Collaborative consumption continuance: a mixed-methods analysis of the service quality-loyalty relationship in ride-sharing services," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1463-1484, September.
    12. Pham, Hong Chuong & Duong, Cong Doanh & Nguyen, Giang Khanh Huyen, 2024. "What drives tourists’ continuance intention to use ChatGPT for travel services? A stimulus-organism-response perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    13. Tao Zhang & Chao Feng & Hui Chen & Junjie Xian, 2022. "Calming the customers by AI: Investigating the role of chatbot acting-cute strategies in soothing negative customer emotions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2277-2292, December.
    14. Xuequn Wang & Xiaolin Lin & Bin Shao, 2023. "Artificial intelligence changes the way we work: A close look at innovating with chatbots," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 74(3), pages 339-353, March.
    15. Pei-Fang Hsu & Tuan (Kellan) Nguyen & Chen-Ya Wang & Pei-Ju Huang, 2023. "Chatbot commerce—How contextual factors affect Chatbot effectiveness," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    16. Swaraj S. Bharti & Kanika Prasad & Shwati Sudha & Vineeta Kumari, 2023. "Customer acceptability towards AI-enabled digital banking: a PLS-SEM approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 779-793, December.
    17. Mark Anthony Camilleri & Ciro Troise, 2023. "Live support by chatbots with artificial intelligence: A future research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 61-80, March.
    18. Amina Badreddine & Cherif Larbi, 2023. "‬الذكاء الاصطناعي وتطبيقاته في التجارة الإلكترونية [Artificial Intelligence And its applications in E-COMMERCE]," Post-Print hal-04379763, HAL.

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    More about this item

    Keywords

    Chatbot service quality; Online travel agency; Extended post-acceptance model of IS continuance; Technology anxiety; Artificial intelligence; Human-machine interaction;
    All these keywords.

    JEL classification:

    • Z3 - Other Special Topics - - Tourism Economics
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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