Examining the Influence of AI Chatbot Attributes on Customer Purchase Intention in Online Apparel Retail

Abstract

Artificial Intelligence (AI) has been changing the landscape of e-commerce customer service, making it a more personalized and efficient experience. AI chatbots have become one of the crucial technologies enabling automated customer interactions and efficient service delivery in this context. Although a number of studies have previously examined chatbot adoption and customer satisfaction, few have studied the effect of certain of the attributes of the service provided by the chatbot on customers' purchase intention, especially in the context of online apparel retail. Hence this research aims to examine how essential characteristics of AI Chatbots affect consumer intentions to purchase apparel products online.
This study used a quantitative research and survey was conducted among 370 online consumers with some experience in buying on-line apparel products. The three key attributes of the chatbot that were studied were the availability of the chatbots, their response consistency, and their personalized responses. The relationships between these attributes of chatbots and customer purchase intention were assessed by performing statistical analysis.
The results show that the service attributes of the chatbot plays a significant role in customer's purchase intention in online apparel retail. On the theoretical side, this study adds to the growing body of research on AI-powered customer service by providing insights into how the attributes of chatbots affect consumer purchasing choices in the digital retail context.