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September 10, 2025Asia-Pacific Journal of Business Administration

“A glimpse into the AI”: exploring the effect of consumers’ chatbot interaction experience on brand attachment and advocacy with the moderating role of AI skepticism

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Authors

EKEya KbaierJSJoni SalminenBJBernard J. Jansen

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Overview

Quantitative survey explores AI chatbots' influence on brand attachment and advocacy, highlighting AI skepticism's role.

Key Points

  • Positive experiences with AI chatbots enhance brand attachment and advocacy, while skepticism negatively moderates these effects.
  • Consumer AI skepticism reduces chatbot interactions' impact on brand advocacy but not on brand attachment, emphasizing emotional bonds.
  • Utilizing structural equation modeling, the study analyzed responses from 388 participants to assess interaction experiences with AI chatbots.
  • Insights may guide businesses in designing engaging chatbot experiences, addressing AI skepticism to foster strong consumer-brand relationships.

Cite This Study

Kbaier et al. (2025) studied this question.

synapsesocial.com/papers/68c23d3ab210217d6478c8cdhttps://doi.org/10.1108/apjba-01-2025-0003
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Also Consider

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