Why Users Continue E-Commerce Chatbots? Insights from PLS-FsQCA-NCA Approach
Abstract
The study investigates the drivers of intention to continue using chatbots. Data were collected from 476 users and analyzed using the partial least squares (PLS), fuzzy-set qualitative comparative analysis (fsQCA), and necessary condition analysis (NCA) approaches. Based on PLS results, all technology continuance theory (TCT) relationships were verified except for the influence of confirmation and perceived ease of use on perceived usefulness. Information, service, and system quality influence perceptions. Social avoidance and distress positively moderate the impact of attitude on continuance intention. fsQCA revealed five configurations of variables resulting in high continuance intention, and NCA identified perceived ease of use and system quality as necessary conditions. The study extended the literature by identifying the predictors of continuance intention to use chatbots, enriching TCT, demonstrating the moderating influence of social avoidance and distress, and using the PLS-fsQCA-NCA approach. The findings offer practical implications for businesses, enabling them to retain chatbot users.
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Experimental autonomy manipulations demonstrate that increased autonomy can diminish acceptance via pathways of powerlessness.
“Experimental autonomy manipulations (e.g., auto-purchase vs. notify) demonstrate that increased autonomy can diminish acceptance via pathways of powerlessness [40,58].”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [58]
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Balaskas, S. (2026) · Information · doi:10.3390/info17030222 · Cited by 8 · see citing works
- Authors
- Foroughi, B., Huy, T. Q., Iranmanesh, M., Ghobakhloo, M., Rejeb, A., & Nikbin, D.
- Affiliations
- I-Shou University (TW)
- La Trobe University (AU)
- Uppsala University (SE)
- University of Rome Tor Vergata (IT)
- University of Brighton (GB)
- Corresponding author
- Foroughi, Behzad
- Venue
- The Service Industries Journal
- Publisher
- Informa UK Limited
- Published
- 2024-07-12
- Volume
- 45
- Issue
- 11-12
- Pages
- 935-965
- ISSN
- 0264-2069 (ISSN-L)
- 1743-9507
- OpenAlex
- W4400582505
- Cited by
- 38
- References
- 13
- Citations by year
- 2026: 17 · 2025: 18 · 2024: 3
- FWCI
- 14.23
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Service Industries Journal (publishedVersion)
- University of Brighton Repository (University of Brighton) (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- e-commerce chatbots, continuance intention, technology continuance theory, perceived ease of use, system quality, perceived usefulness, social avoidance, social distress, attitudes, user retention, moderating effect
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