Service Industries Journal, Год журнала: 2024, Номер unknown, С. 1 - 25

Опубликована: Дек. 2, 2024

In the digital age, brands use chatbots to address customer queries promptly. However, more research is needed on factors that build trust in chatbots, which crucial for their willingness them. This study explores two main aspects of understanding this trust: perceptions new technology acceptance (ease and usefulness) humanoid attributes (anthropomorphism, emotional intelligence, Personalization). Survey data from 363 Chinese online shoppers were analyzed using structural equation modeling. The results show significantly influence trust, positively impacting chatbots. Additionally, mediates relationship between these desire These findings offer valuable insights chatbot developers fostering enhancing usage shopping.

Язык: Английский