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August 8, 2025Journal of Business Strategy

Investigating the influence of AI chatbot interactions on attitudes and purchase intentions: extending the UTAUT framework from brands perspective

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Authors

EKEya KbaierFBFatma BakiniKOKhouloud Oueslaty

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Overview

Survey assesses attitudes towards brands influenced by AI chatbots, highlighting user resistance effects.

Key Points

  • Higher performance expectancy and social influence significantly enhance user attitudes toward brands, improving purchase intentions.
  • Findings indicate user resistance to change negatively impacts attitudes when experiencing effort expectancy from chatbots.
  • Analysis involved data from 397 participants through an online survey to test the extended UTAUT model.
  • User attitudes were significantly shaped by chatbot facilitating conditions, pointing to the need for effective AI interaction designs.

Cite This Study

Kbaier et al. (2025) studied this question.

synapsesocial.com/papers/68af2b68cf1dd9ea359e4ca6https://doi.org/10.1108/jbs-05-2024-0086
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