The power of science: the effect of invoking science on purchase intention

Purpose This research aims to examine the impact of invoking science by artificial intelligence (AI) customer services on purchase intentions. Design/methodology/approach Four between-subjects experiments, with invoking science as the independent variable, purchase intention as the dependent variable, expectation confirmation as the mediator and customer service type and product type as moderators, were conducted to test four hypotheses. Findings Invoking science by AI customer services enhances consumers’ expectation confirmation of customer services’ performance, subsequently fostering their purchase intentions. This effect is not observed when the recommendation comes from human customer services or for hedonic products. Originality/value This research reveals how AI customer services leverage scientific language, presenting implications for marketing communication strategies.