New Insights into Consumers’ Intention to Continue Using Chatbots in the Tourism Context

ABSTRACT

Several industries recognize the potential of Artificial Intelligence to complete tasks. However, there is limited research on chatbots, and a gap in the research on what factors contribute to consumers’ intention to continue using them. This research aims to analyze the relationship of the TAM and ISS dimensions, continuing to use satisfaction and brand attachment as mediators, and using the need for interaction with the employee as a moderating dimension. The results indicated that the role of brand attachment increases the model’s explanatory power, and the need for interaction with the employee positively favors the relationship between brand attachment and satisfaction.

KEYWORDS:

• Brand attachment
• chatbots
• human-chatbot interaction
• intention to continue use
• technology acceptance

Disclosure Statement

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

Supplementary Material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/1528008X.2022.2136817

Additional information

Funding

This work was supported by the Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorCAPES