The Effect of Chatbot-customer Interaction on Consumer Brand Advocacy: Exploring the Role of Chatbots

Chatbot-customer interaction is becoming increasingly prevalent. However, prior literature has not focused on the influence of chatbot-customer interaction on brand advocacy. In this paper, we study the influence mechanism of chatbot-customer interaction on consumer brand advocacy. Through a questionnaire survey of 312 e-commerce users who used artificial intelligence-powered chatbot platforms, our study shows that the functional anthropomorphic interactions significantly affect brand advocacy. Furthermore, customer brand experiences is an intermediary role between chatbot-customer interaction and brand advocacy.