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Purchase Intentions in a Chatbot Environment: An Examination of the Effects of Customer Experience

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Martínez Puertas, Sergio, Illescas Manzano, María Dolores, Segovia López, Cristina, Ribeiro-Cardoso, Paulo·2024·Oeconomia Copernicana
DOI 10.24136/oc.2914
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Abstract

Research background: Chatbots represent valuable technological tools that allow companies to improve customer experiences, meet their expectations in real time, and provide them with personalized assistance. They have contributed to the transformation of conventional customer service models into online solutions, offering accessibility and efficiency through their integration across various digital platforms. Nevertheless, the existing literature is limited in terms of exploring the potential of chatbots in business communication and studying their impact on the customer's response. Purpose of the article: The main objective of this study is to examine how consumers perceive chatbots as customer service devices. In particular, the paper aims to analyze the influence of the dimensions of “Information”, “Entertainment”, “Media Appeal”, “Social Presence” and “Risk for Privacy” on the “Customer Experience” and the latter on the “Purchase Intention”, under the consideration of the Uses and Gratifications Theory. Moderations due to Chatbot Usage Frequency for some of the relationships proposed are also analyzed. Methods: An empirical study was performed through a questionnaire to Spanish consumers. The statistical data analysis was conducted with R software through the lavaan package. To test the hypotheses from the conceptual model a structural equation modelling approach was adopted. Findings & value added: The results obtained identify the main characteristics of chatbots that can support brands to effectively develop their virtual assistants in order to manage their relational communication strategies and enhance their value proposal through the online customer journey. Findings demonstrate the contribution that chatbot dimensions make to the online consumer experience and its impact on the purchase intention, with the consideration of the moderating effect exercised by the user's level of experience (novice vs. experienced) with the use of chatbots. Regarding managerial implications, this research offers recommendations for e-commerce professionals to manage chatbots more effectively. The “Entertainment” and “Social Presence” dimensions can be operationalized at a visual (e.g., appearance of the avatar and text box, use of designs aligned with the website) and textual level (e.g., style and tone of voice, use of expressions typical of the target audience) to generate a feeling of proximity with the chatbot and facilitate its adoption. “Media Appeal” requires that the chatbot be easy to use, effective, and accessible, to facilitate its usability. Finally, mitigation of “Privacy Risk” concerns should be achieved by presenting an appropriate privacy policy and requesting permission for the use of customers’ private information.

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  • Most consumer-facing empirical studies still examine assistive conversational systems and intention-based delegation rather than fully delegated execution.

    “most consumer-facing empirical studies still examine assistive conversational systems and intention-based delegation rather than fully delegated execution”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [4]

    The Introduction (page not supplied) says the literature is mainly focused on customers’ intention to use chatbots, and the paper studies chatbot-assisted customer experience and purchase intention. The Limitations section (page not supplied) distinguishes its recalled chatbot experiences from real purchases. Neither passage establishes that the studies concern intention-based delegation or compares them with fully delegated execution. (LLM, conf=0.84)

    Experimental — accuracy not yet measured

  • Social presence and entertainment are powerful antecedents of positive customer experience and purchase intention.

    “Puertas et al. [4] found social presence and entertainment as powerful antecedents of positive customer experience and purchase intention”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as Puertas et al. [4]

    The Results (page unavailable) find that entertainment improves customer experience and has a positive indirect effect on purchase intention. Social presence improves customer experience and indirectly encourages purchase intention only among infrequent or novice chatbot users; its effect is not significant among frequent users. The claim omits that qualification and does not distinguish indirect effects on purchase intention from direct effects on experience. (LLM, conf=0.88)

    Experimental — accuracy not yet measured

  • Additional evidence suggests that risk/privacy may be insignificant compared to gratification and utility drivers in specific contexts/samples, and that effects may differ based on usage frequency/experience.

    “Nonetheless, additional evidence suggests that risk/privacy may be insignificant compared to gratification and utility drivers in specific contexts/samples [42], and that effects may differ based on usage frequency/experience [4].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [4]

    The Results (Table 8; page unavailable) show that entertainment has a larger effect than privacy risk in this chatbot sample, supporting the comparison with gratification. But the paper reports a statistically significant negative effect of privacy risk on customer experience (p=0.046), so it does not support calling privacy risk insignificant. The usage-frequency clause is attached to [4], not this citation. (LLM, conf=0.84)

    Experimental — accuracy not yet measured

  • Privacy may function as a conditional constraint rather than a uniform inhibitor because privacy risk and surveillance concerns-including creepiness and fear of data misuse-appear in resistance and barrier pathways and exhibit heterogeneous significance across settings and user groups.

    “Third, privacy may function as a conditional constraint rather than a uniform inhibitor because privacy risk and surveillance concerns-including creepiness and fear of data misuseappear in resistance and barrier pathways and exhibit heterogeneous significance across settings and user groups [4,42,49].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [4]

    Split into 2 atoms — 0 confirmed, 2 partially supported, 0 disputed, 0 misattributed, 0 unverifiable. Expand the claim to see per-atom verdicts.

    Experimental — accuracy not yet measured

  • Purchase intention/adoption intention is mostly positive via utility/trust, but can decrease under high autonomy.

    “Mostly positive via utility/trust, but can decrease under high autonomy”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [4]

    The paper’s literature review (Media Appeal; Limitations and directions for future research, page unavailable) reports positive links from usefulness and trust to purchase or use intentions. Its Results also report positive indirect effects on purchase intention, but the negative effects it identifies concern privacy risk and, for frequent users, information—not high autonomy. A search for autonomy found no passage supporting that condition. (LLM, conf=0.84)

    Experimental — accuracy not yet measured

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Cited by

Sorted by citations

Authors
Martínez Puertas, S., Illescas Manzano, M. D., Segovia López, C., & Ribeiro-Cardoso, P.
ORCID
Venue
Oeconomia Copernicana
Publisher
Instytut Badan Gospodarczych / Institute of Economic Research
Published
2024-03-30
Volume
15
Issue
1
Pages
145-194
ISSN
  • 2083-1277 (ISSN-L)
  • 2353-1827
DOI
10.24136/oc.2914
OpenAlex
W4395015160
Cited by
34
References
19
Citations by year
2026: 15 · 2025: 18 · 2024: 1
FWCI
5.04
Type
journal article
Language
en
Open access
Licence
Locations
Oeconomia Copernicana (publishedVersion, cc-by)
Funders
Agencia Estatal de Investigación (AEI//10.13039/501100011033/, 501100011033, 10.13039/501100011033, MCIN/AEI/10.13039/501 100 011 033, 13039, .13039/501100011033, 10.13039, AEI/10)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Keywords
chatbots, purchase intention, customer experience, uses and gratifications theory, social presence, privacy risks, chatbot personality, e-commerce customer service

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