Impact of the E-brand on the Consumer's E-trust, Reliance and Resistance Towards the Chatbot

Abstract

Currently, corporations are finding a lot of interest in the usage of chatbots for various tasks across a range of industries. The future of interfaces looks bright for chatbots. In order to give customers a better experience, retailers must understand how they engage with their interfaces. To formulate our research hypotheses in this chapter, we draw on two theories, namely the Stimilus-Organism-Response theory and the Social Presence theory. By concentrating on text chatbots, a new interactive technology, we have made significant contributions to the literature on interactive marketing and artificial intelligence. One of the first empirical studies on the causes and effects of consumer trust in text chatbots is the one we conducted. Just the utilitarian usage of chatbots for online customer care has been examined in prior studies. The emotional component of the human-chatbot relationship is added by our study (1). As far as we are aware, no research has yet been done to evaluate how brand experience and behaviour are affected by online brand equity. Our study adds and investigates yet another connection between brand experience and chatbot user trust (2). Our study examines the consequences of trust in the employment of chatbots as well as the attitudes of reliance and resistance (3). Our research is original because of these three contributions. By incorporating the emotional component of this contact, we hope to examine the characteristics (antecedents and repercussions) of customer trust in text chatbots in this chapter. Ultimately, the results add more valuable data for e-service providers and chatbot developers to enhance their capabilities, comprehend the consequences on user experiences, and provide a roadmap for relationship development and strategy creation.