Exploring Consumers’ Response to Text-Based Chatbots in E-commerce: The Moderating Role of Task Complexity and Chatbot Disclosure

Cheng, X., Bao, Y., Zarifis, A., Gong, W. & Mou, J. (2021) ‘Exploring consumers' response to text-based chatbots in e-commerce: The moderating role of task complexity and chatbot disclosure’, Internet Research. Available from: https://doi.org/10.1108/INTR-08-2020-0460

22 Pages Posted: 19 Aug 2021

See all articles by Xusen Cheng

Xusen Cheng

Renmin University of China

Ying Bao

affiliation not provided to SSRN

Alex Zarifis

University of Southampton; University of Cambridge - Cambridge Judge Business School

Wankun Gong

affiliation not provided to SSRN

Jian Mou

Pusan National University - College of Business

Date Written: August 17, 2021

Abstract

Purpose – Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers’ trust and response to a text-based chatbot in e-commerce, involving the moderating effects of task complexity and chatbot identity disclosure.

Design/methodology/approach – A survey method with 299 useable responses was conducted in this research. This study adopted the ordinary least squares regression to test the hypotheses.

Findings – First, the consumers’ perception of both the empathy and friendliness of the chatbot positively impacts their trust in it. Second, task complexity negatively moderates the relationship between friendliness and consumers’ trust. Third, disclosure of the text-based chatbot negatively moderates the relationship between empathy and consumers’ trust, while it positively moderates the relationship between friendliness and consumers’ trust. Fourth, consumers’ trust in the chatbot increases their reliance on the chatbot and decreases their resistance to the chatbot in future interactions.

Research limitations/implications – Adopting the stimulus–organism–response (SOR) framework, this study provides important insights on consumers’ perception and response to the text-based chatbot. The findings of this research also make suggestions that can increase consumers’ positive responses to text-based chatbots.

Originality/value – Extant studies have investigated the effects of automated bots’ attributes on consumers’ perceptions. However, the boundary conditions of these effects are largely ignored. This research is one of the first attempts to provide a deep understanding of consumers’ responses to a chatbot.

Keywords: Text-based chatbot, Trust, Consumers’ response, Task complexity, Identity disclosure

JEL Classification: M15, M3, M37, M1

Suggested Citation

Cheng, Xusen and Bao, Ying and Zarifis, Alex and Gong, Wankun and Mou, Jian, Exploring Consumers’ Response to Text-Based Chatbots in E-commerce: The Moderating Role of Task Complexity and Chatbot Disclosure (August 17, 2021). Cheng, X., Bao, Y., Zarifis, A., Gong, W. & Mou, J. (2021) ‘Exploring consumers' response to text-based chatbots in e-commerce: The moderating role of task complexity and chatbot disclosure’, Internet Research. Available from: https://doi.org/10.1108/INTR-08-2020-0460, Available at SSRN: https://ssrn.com/abstract=3906927

Xusen Cheng

Renmin University of China ( email )

59, Zhongguancun South Street
Haidian District
Beijing, Beijing 100872
China

Ying Bao

affiliation not provided to SSRN

Alex Zarifis (Contact Author)

University of Southampton ( email )

Southampton Business School
Southampton
United Kingdom

University of Cambridge - Cambridge Judge Business School ( email )

Trumpington St.
Cambridge, CB21AG
United Kingdom

Wankun Gong

affiliation not provided to SSRN

Jian Mou

Pusan National University - College of Business ( email )

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