The potential of chatbots in retailing - A study on consumer acceptance in the last stage of the customer journey
(A2024-118533)

AUTHORS

Raquel Chocarro, Public University of Navarre; Monica Cortinas, Public University of Navarre; Gustavo Marcos-Matás, Public University of Navarre

ABSTRACT

The study explores consumer acceptance of chatbots in the retailing context, particularly in the post-purchase phase, using the Service Robot Acceptance Model (SRAM). We analyzed responses from U.S. online shoppers and found perceived usefulness, subjective social norms, and perceived humanness significantly affect acceptance, while ease of use does not. Privacy risk negatively impacts acceptance. A multigroup analysis highlighted trust as more influential post-purchase. These insights inform strategies for enhancing customer experience and chatbot design, emphasizing trust and privacy to leverage chatbots’ potential in retail.