Why users continue E-commerce chatbots? Insights from PLS-fsQCA-NCA approach

ABSTRACT

The study investigates the drivers of intention to continue using chatbots. Data were collected from 476 users and analyzed using the partial least squares (PLS), fuzzy-set qualitative comparative analysis (fsQCA), and necessary condition analysis (NCA) approaches. Based on PLS results, all technology continuance theory (TCT) relationships were verified except for the influence of confirmation and perceived ease of use on perceived usefulness. Information, service, and system quality influence perceptions. Social avoidance and distress positively moderate the impact of attitude on continuance intention. fsQCA revealed five configurations of variables resulting in high continuance intention, and NCA identified perceived ease of use and system quality as necessary conditions. The study extended the literature by identifying the predictors of continuance intention to use chatbots, enriching TCT, demonstrating the moderating influence of social avoidance and distress, and using the PLS-fsQCA-NCA approach. The findings offer practical implications for businesses, enabling them to retain chatbot users.

摘要

这项研究调查了持续使用聊天机器人的驱动因素。 数据收集自 476 位用户，并使用偏最小二乘法 (PLS)、模糊集定性比较分析 (fsQCA) 和必要条件分析 (NCA) 方法进行分析。 根据 PLS 结果，除了确认以及感知易用性对感知有用性的影响之外，所有技术连续性理论 (TCT) 关系都得到了验证。 信息、服务和系统质量影响感知。 社交回避和压力正向调节态度对持续意愿的影响。 fsQCA 揭示了导致高持续使用意图的五种可变配置，NCA 将感知易用性和系统质量确定为必要条件。 本研究通过确定继续使用聊天机器人意图的预测因素、证明社交回避和压力的调节作用以及使用 PLS-fsQCA-NCA 方法扩展文献，丰富了 TCT。 研究结果为企业提供了实际意义，以便他们能够留住聊天机器人用户。

KEYWORDS:

• Human–computer interaction
• artificial intelligence
• chatbots
• continuance usage intention
• e-commerce

关键词:

• 人机交互
• 人工智能
• 聊天机器人
• 持续使用意向
• 电子商务

Disclosure statement

No potential conflict of interest was reported by the author(s).