Determinants of continuance intention to use chatbots in retail settings: Self-esteem as a moderator
Author Identifier (ORCID)
Senali Madugoda Gunaratnege: https://orcid.org/0000-0002-6772-4826
Soheil Kazemian: https://orcid.org/0000-0002-3993-7381
Abstract
Purpose – This study aims to investigate the factors influencing continuance intention to use generative artificial intelligence (AI) chatbots in the retail sector, with self-esteem as a moderating variable. Design/methodology/approach – Data were collected through an online survey targeting experienced users of retail-focused chatbots, yielding 430 valid responses. Structural equation modeling (SEM) and SmartPLS 4 software were employed to analyze the data and validate the proposed hypotheses. Findings – The results reveal that compatibility, information quality, service quality and system quality significantly impact perceived usefulness and enjoyment, which, in turn, positively affect continuance intention. Additionally, self-esteem moderates the relationship between perceived usefulness and continuance intention, but not between perceived enjoyment and continuance intention, indicating that high self-esteem strengthens users’ inclination to continue using chatbots if they find them useful. Originality/value – This study contributes to the literature on chatbot adoption by integrating emotional and utilitarian factors, highlighting the importance of self-esteem in sustaining chatbot usage in retail. It offers practical insights for chatbot developers and retail app managers to enhance user satisfaction and retention.
Document Type
Journal Article
Date of Publication
1-1-2025
Publication Title
Asia Pacific Journal of Business Administration
Publisher
Emerald
School
School of Business and Law
RAS ID
88148
Copyright
subscription content
First Page
1
Last Page
25
Comments
Ahmadpour, S., Foroughi, B., Batouei, A., Gunaratnege, S. M., Kazemian, S., Vu, H. T. M., & Khoshkam, M. (2025). Determinants of continuance intention to use chatbots in retail settings: self-esteem as a moderator. Asia-Pacific Journal of Business Administration. Advance online publication. https://doi.org/10.1108/APJBA-11-2024-0628