Consumer Motivation of Using Chatbot and Its Impact on Their Engagement: A Uses and Gratification Perspective

EasyChair Preprint 3983

Abstract

With the rapid increase in the number of consumer activities online, handling and responding to related requests has become increasingly challenging for organizations. To overcome this challenge, organizations have formed customer service teams to delicately respond to consumer requests online. However, responding to consumer questions in person is often time, energy, and money consuming. As such, chatbot has provided an alternative opportunity for businesses to communicate with their customers. The role of chatbot in e-commerce is not only beneficial to customers but also beneficial to the maintenance and development of e-commerce business. This study draws on the use and gratification theory and consumer engagement theory to investigate the reason why consumers use, engage in, and continue to use chatbot intention. The results are expected to provide organizations a reference when formulating online communication strategies.

Keyphrases: Chatbot, consumer engagement, consumer motivation, use and gratification

@booklet{EasyChair:3983,
  author    = {Jing-Chun Fu and Cindy-Yunhsin Chou},
  title     = {Consumer Motivation of Using Chatbot and Its Impact on Their Engagement: A Uses and Gratification Perspective},
  howpublished = {EasyChair Preprint 3983},
  year      = {EasyChair, 2020}}