Proposal of a Structural Model to Analyze the Impact of Brand Trust on Consumer Adoption and Behavior With Chatbots

Abstract

In the context of management and marketing strategies, one of the applications where chatbots offer important advantages is in customer service tasks. This chapter postulates a structural model to examine the factors that influence consumer adoption and behavior with chatbots, incorporating brand trust as the central element of the model. Using a sample of 374 participants, the author evaluates the model using structural equation modeling and partial least squares analysis (PLS-SEM). Hypothesis testing shows that the comprehensiveness (β=0.271; p-value <.05) and up-to-dateness (β=0.319 / p-value <.05) of the information provided by the chatbot affects the company's brand trust, which in turn affects the satisfaction (β=0.307 / p-value <.01) and usage intention (β=0.299 / p-value <.01) of these technologies. The author concludes that proper brand management is critical not only for the adoption and use of chatbots, but also for their success as a customer service tool.