Publication
Title
Predicting consumer responses to a chatbot on Facebook
Author
Abstract
As chatbots have become increasingly popular over the past years, most social networking sites have recognized their far-reaching potential for commercial purposes. Their rapid and widespread usage warrants a better understanding. This study examines the effectiveness of chatbots on Facebook for brands. The study proposes and tests a model based on the Consumer Acceptance of Technology model (CAT-model) including three cognitive (i.e., perceived usefulness, perceived ease-of-use, and perceived helpfulness) and three affective (pleasure, arousal, and dominance; PAD-dimensions) determinants that potentially influence consumers' attitude toward brands providing a chatbot, and hence, their likelihood to use and recommend the chatbot (i.e., patronage intention). Structural equation modeling analyses show that two cognitive (i.e., perceived usefulness and perceived helpfulness) and all three affective predictors are positively related to consumers' attitude toward the chatbot brand. The findings further indicate that attitude toward the brand explained a significant amount of variation in consumers' patronage intention. Finally, all the significant determinants also have an indirect effect on patronage intention, mediated through attitude toward the brand. In conclusion, our findings hold valuable practical implications, as well as relevant suggestions for future research.
Language
English
Source (journal)
Cyberpsychology, behavior, and social networking. - New Rochelle, N.Y., 2010, currens
Publication
New rochelle : Mary ann liebert, inc , 2018
ISSN
2152-2715 [print]
2152-2723
Volume/pages
p. 1-7
ISI
000439657400001
Pubmed ID
30036074
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Project info
Personalised advertising on social networking sites: the interplay between advertising effectiveness and the user's privacy concern.
AdLit : Advertising Literacy in a New Media Environment : Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats.
BOF Sabbatical Leave - Michel Walrave.
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 02.08.2018
Last edited 20.09.2021
To cite this reference