Business and Customer-Based Chatbot Activities: The Role of Customer Satisfaction in Online Purchase Intention and Intention to Reuse Chatbots
Open accessAbstract
In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that provides never-ending customer support by using dialog-based chatbots, especially in the field of customer service. However, there is a lack of research investigating the impact of business and customer-based chatbot activities together on online purchase intention and the intention to reuse chatbots. This research considers the use of chatbots as a marketing tool from both customer and business perspectives and aims to determine the factors that affect the customers’ intention to purchase online and reuse chatbots. Accordingly, the impact on customer satisfaction with chatbot usage, which is based on chatbots’ communication quality and customers’ motivations to use chatbots, on online purchase intention and intention to reuse chatbots was examined. Through an online questionnaire with two hundred and ten participants, employing structural equation modeling, we revealed that customer satisfaction with chatbot usage has a greater impact on the intention to reuse chatbots than on online purchase intentions. In addition, chatbot communication quality has a greater impact on customer satisfaction with chatbot usage than customers’ motivation to use chatbots. To solidify these findings, confirmatory factor analysis, along with reliability…
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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 [70]
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- Authors
- Akdemir, D. M., & Bulut, Z. A.
- Affiliations
- Istanbul Commerce University (TR)
- Dokuz Eylül University (TR)
- Corresponding author
- Akdemir, Doğan Mert
- Venue
- Journal of Theoretical and Applied Electronic Commerce Research
- Publisher
- MDPI AG
- Published
- 2024-10-28
- Volume
- 19
- Issue
- 4
- Pages
- 2961-2979
- ISSN
- 0718-1876 (ISSN-L)
- OpenAlex
- W4403827956
- Cited by
- 28
- References
- 11
- Citations by year
- 2026: 19 · 2025: 9
- FWCI
- 4.15
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Journal of theoretical and applied electronic commerce research (publishedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
- 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
- chatbots, customer satisfaction, online purchase intention, customer service chatbots, online shopping, artificial intelligence in marketing, purchase decision
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