November 30, 2025Journal of Product & Brand Management

Enhancing cross-border shopping through AI chatbots: an antecedents–engagement–consequences perspective of brand-consumer interactions

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Authors

SWShaofeng Wang HZHao Zhang

Discussion

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Implication

Survey analysis shows artificial intelligence chatbots improve engagement and shopping outcomes, suggesting e-commerce benefits from better user interaction designs.

Key Points

Cross-border shopping improved with higher consumer engagement from AI chatbots, enhancing satisfaction.
Significant impact of perceived usefulness, ease of use, and competence on chatbot engagement and shopping frequency.
Analysis utilized a two-wave survey and statistical techniques, including partial least squares structural equation modeling.
Findings encourage e-commerce platforms to enhance chatbot personalization and warmth for better consumer interactions.

Cite This Study

Wang et al. (2025) studied this question.

synapsesocial.com/papers/692b9da91d383f2b2a37a536 https://doi.org/10.1108/jpbm-12-2024-5643

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Implication

Survey analysis shows artificial intelligence chatbots improve engagement and shopping outcomes, suggesting e-commerce benefits from better user interaction designs.

Enhancing cross-border shopping through AI chatbots: an antecedents–engagement–consequences perspective of brand-consumer interactions

Discussion

Member takes

Implication

Key Points

Cite This Study

Enhancing cross-border shopping through AI chatbots: an antecedents–engagement–consequences perspective of brand-consumer interactions

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider