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Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design

Author

Listed:
  • Yogesh Dwivedi

    (EMaRC - Emerging Markets Research Centre - School of Management [Swansea] - Swansea University, SIBM - Symbiosis Institute of Business Management Pune)

  • Janarthanan Balakrishnan

    (National Institute of Technology [Tiruchirappalli])

  • Abdullah Baabdullah

    (King Abdulaziz University)

  • Ronnie Das

    (Audencia Business School)

Abstract

Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed‐method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in‐depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that "cognitive cues" and "competence" significantly influence recommendation intentions among chatbot users. On the other hand, "peripheral cues" and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human‐machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a "humanness" element in chatbot development to create more engaging and positive customer experiences actively.

Suggested Citation

  • Yogesh Dwivedi & Janarthanan Balakrishnan & Abdullah Baabdullah & Ronnie Das, 2023. "Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design," Post-Print hal-04533557, HAL.
  • Handle: RePEc:hal:journl:hal-04533557
    DOI: 10.1002/mar.21888
    Note: View the original document on HAL open archive server: https://hal.science/hal-04533557
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    Cited by:

    1. Dwivedi, Yogesh K. & Balakrishnan, Janarthanan & Mishra, Anubhav & Bock, Koen W. De & Al-Busaidi, Adil S., 2024. "The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    2. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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