Impact of Knowledge and Electronic Word of Mouth About AI-Based Chatbots on Customers’ Intention to Continue Using Chatbots in E-Commerce
Abstract
The admiration of e-commerce businesses has been climbing fast, and e-commerce businesses are competing with each other to increase their market share. Here, the chatbot is playing an important role for e-commerce to communicate with customers. The purpose of this paper is to examine the theory of planned behavior (TPB) to explain the way the constructs of TPB impact customers’ intentions to continue using chatbots (ICUC), which also impacts the number of loyal customers in e-commerce. This study used primary data from 510 participants residing in the USA who have prior experience interacting with chatbots. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the relationship between TPB contracts and behavioral intention. The findings indicated that all three TPB constructs had a significant impact on the customer’s ICUC (p < .01), with the model explaining 48.3% of the variance in ICUC (R2 = 0.483). ICUC also impacts loyal customers in e-commerce. Moreover, knowledge about AI-based chatbots and electronic word of mouth (e-WOM) have significant impacts on TPB constructs and ICUC. The theoretical contribution of this study has shown the use of the TPB model in AI-based chatbots and the way it is linked to customer loyalty in e-commerce. In addition, this study suggested to the e-commerce managers that they can use AI-based chatbots to communicate with customers in order to gain a large number of loyal customers.
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Studies focusing on intention usually follow extended TAM/ECT/TPB logic, in which quality/usefulness and confirmation lead to higher satisfaction and/or attitudes, which then predict continued use, purchase intention, or loyalty.
“Studies that focus on intention usually follow the extended TAM/ECT/TPB logic, which says that quality/usefulness and confirmation lead to higher satisfaction and/or attitudes, which then predict outcomes like continued use, purchase intention, or loyalty”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [21]
Cites
The theory of planned behavior
Ajzen, I. (1991) · Organizational Behavior and Human Decision Processes · doi:10.1016/0749-5978(91)90020-t · Cited by 90,587 · see citing works
AI-based chatbots in customer service and their effects on user compliance
Adam, M., Wessel, M., & Benlian, A. (2021) · Electronic Markets · doi:10.1007/s12525-020-00414-7 · Cited by 1,195 · cited 2× · see citing works
“…studies have shown the illustrative power of extended TPB models with many other theories to evaluate the behavioral intention of the customers (Adam et al. 2021; Huang 2023) whereas this study considers TPB to identify the behavioral intention of the customers of e-commerce to continue their…”
Singh, R., & Gill, S. S. (2023) · Internet of Things and Cyber-Physical Systems · doi:10.1016/j.iotcps.2023.02.004 · Cited by 572 · see citing works
Abu-Taieh, E. M., AlHadid, I., Abu-Tayeh, S., Masa’deh, R., Alkhawaldeh, R. S., Khwaldeh, S., & Alrowwad, A. (2022) · Journal of Open Innovation: Technology, Market, and Complexity · doi:10.3390/joitmc8030120 · Cited by 156 · see citing works
Wang, C., Li, Y., Fu, W., & Jin, J. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103325 · Cited by 126 · cited 1× · see citing works
“An AI-chatbot system is an AI-based application (Marjerison, Zhang, and Zheng 2022) or an automated computer programmer that has been developed to communicate with customers without any human involvement (Wang et al. 2023).”
Shen, Y., Jo, W., & Joppe, M. (2022) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2022.07.003 · Cited by 36 · see citing works
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Balaskas, S. (2026) · Information · doi:10.3390/info17030222 · Cited by 8 · see citing works
- Authors
- Khan, R. A., Feng, G., & Zhu, J.
- Affiliations
- Xi'an Jiaotong University (CN)
- Corresponding author
- Khan, Reefat Arefin
- Venue
- Journal of Organizational Computing and Electronic Commerce
- Publisher
- Informa UK Limited
- Published
- 2025-10-14
- Volume
- 36
- Issue
- 1
- Pages
- 78-99
- ISSN
- 1054-1721 (ISSN-L)
- 1091-9392
- 1532-7744
- OpenAlex
- W4415154266
- Cited by
- 2
- References
- 6
- Citations by year
- 2026: 2
- FWCI
- 0.81
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Organizational Computing and Electronic Commerce (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- AI chatbots, e-commerce, electronic word of mouth, customer knowledge, customer loyalty, theory of planned behavior, behavioral intention, chatbot adoption
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