What are the Drivers of Using Chatbots in Online Shopping? A Cross-Country Analysis

Özet

Purpose – Technological evolutions have made the products & services almost identical, and experience becomes the key differentiation tool for competition. Especially the service companies design customer journey to create memorable, amusing, and recommendable experiences. AI chatbots help enrich the customer experience and save cost and time with its automated structure. With this study, it’s aimed to discover the determinants of young consumers’ intention to use chatbots in e-shopping comparatively in Turkey and Azerbaijan. Design/methodology/approach – The research model was based on Technology Acceptance Model and U&G Theory. The data gathered via an online questionnaire; 300 responses were analyzed using SEM. Findings: The findings showed that the perceived ease of use didn’t positively affect the perceived usefulness of chatbots in Turkish sample; however, the communication competence positively affects perceived usefulness, and the entertainment positively affects the attitude towards chatbots. For Azerbaijani sample, the research model was wholly confirmed with the causal relationships among all variables. Discussion – This article clarifies underlying motives for usage intention during online shopping of university students living in different countries and provides practical implications about the consumers’ expectancies regarding chatbots during e-shopping. As a gratification factor, entertainment is an important determinant to experience and create a positive attitude towards chatbot. Designing an easy-to-use chatbot is not adequate to encourage the consumers to use chatbot but the chatbot should have the ability to solve not only standard problems but also particular problems faced by the consumers. In online shopping via chatbots consumers’ fears and reservations about privacy concern can be eliminated by offering safer payment options like cash/credit card at the door.