Impact of Gen-AI chatbots on consumer services experiences and behaviors: Focusing on the sensation of awe and usage intentions through a cybernetic lens

Pathak, Kanishka, Prakash, Gyan, Samadhiya, Ashutosh, Kumar, Anil and Luthra, Sunil (2024) Impact of Gen-AI chatbots on consumer services experiences and behaviors: Focusing on the sensation of awe and usage intentions through a cybernetic lens. Journal of Retailing and Consumer Services, 82. ISSN 09696989 (In Press)

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Abstract

Generative AI-based chatbots have surfaced as a magical tool, revolutionizing the service industry. Equipped with superior conversational traits and the ability to attune with the conversant, chatbots have forged a coherent bond with the conversant. The untapped potential of chatbots deserves a better understanding of how consumers interact with them. This study recruits the theory of cybernetics to shed light upon the mechanism of chatbot consumer interaction. The theory helps to explain the psychological perspectives of chatbot users and answers the all-important question as to how to craft a coherent communication by enhancing the antecedents to chatbot efficiency. A mixed-method approach is used to identify factors that add to the dynamics of chatbot efficiency, a sensation of awe, and usage intentions. In method 1, the grounded theory approach is used to identify themes and factors to develop a conceptual model. In method 2, the conceptual model devised is subjected to empirical testing through Partial Least Square Structural Equation Modeling. The theory of cybernetics highlights the importance of information exchange and attunement which leads to higher usage intention in chatbots. The results disseminate the indispensability of AI-enabled chatbots for retailing businesses to attain commercial competency.

Item Type: Article
Keywords: Generative AI | Consumer service | Chatbot efficiency | Awe sensation | Usage intentions
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
Physical, Life and Health Sciences > Computer Science
Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Business School
Depositing User: Dharmveer Modi
Date Deposited: 14 Oct 2024 08:37
Last Modified: 14 Oct 2024 08:37
Official URL: https://doi.org/10.1016/j.jretconser.2024.104120
URI: https://pure.jgu.edu.in/id/eprint/8626

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