Exploring consumers' response to text-based chatbots in e-commerce: the moderating role of task complexity and chatbot disclosure
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' perce
OpenAlex
1848d ago
Transparency