Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

Abstract

Purpose The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth. Design/methodology/approach The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling. Findings Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow. Originality/value The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.