How do friendship artificial intelligence chatbots (FAIC) benefit the continuance using intention and customer engagement?

Abstract

AbstractAlthough there have been many AI chatbots in industry service, social media, and e‐commerce platforms, research on AI chatbots such as Replika, neglected the effects of human‐like traits on users' continuance using intention. This article aims to explore the main effects of human‐like traits (perceived warmth vs. perceived competence) of friendship AI chatbots (FAIC) on continuance using intention and customer engagement, and the moderating effects of the need to belong and information sensitivity. Three studies are conducted to collect data (Ntotal = 1420). Our findings of Study 1 demonstrate that perceived warmth and perceived competence can increase the continuance using intention to FAIC and customer engagement, and perceived usefulness plays a mediating role in our conceptual model. Additionally, consumers' need to belong (high vs. low) (Study 2) and information sensitivity (high vs. low) (Study 3) related to chat contents moderate the main effects significantly. This article contributes to the literature on the relationship between FAIC and consumers by presenting the influence of perceived warmth and perceived competence and establishing the underlying process. Analogously, the findings can be beneficial for marketers and firms in designing and developing the coding program of FAIC to promote consumers' continuance using intention and customer engagement.