Do chatbots attract users? Exploring the drivers of consumer intention

Background: Chatbot become more popular, marketing research has paid enormous attention to chatbot and its impact on customer’s intention.Aims: This article aims to reveal the utilitarian motivations and communication style of the chatbot by highlighting the role of social presence and its impacts on user intent.Methodology: In this study, by applying social presence theory, adding utilitarian motivation and communication style as explicative variables, a survey data of ۲۰۰ users of chatbot was used. The theoretical model was tested and confirmed via structural equation modelling (SEM).Findings: The results indicated that the utilitarian motivations, communication style and social presence of the chatbot are the main determinants of the intention to use this electronic channel. Theoretical and managerial implications as well as the limits and future directions of the study are discussed.Conclusion: This study examines the impact of chatbots on consumer intent, highlighting the role of social presence and communication style. The results confirm that these factors positively influence user intentions.

کلیدواژه ها:

chabot ، chatbot&rsquo ، s communication style ، utilitarian motivation ، social presence theory