Artificial intelligence-powered chatbots in the fashion sector: The Affect–Behavior–Cognition model of attitudes

Abstract

This study employed the Affect–Behavior–Cognition model of attitudes to examine the influence of 471 social media users' hedonic shopping motivations on their cognitive and behavioral responses toward AI chatbots in the fashion sector, considering the moderating effect of omni-channel shopping tendencies. Structural equation modeling was employed for data analysis. This study found that cognitive responses (social and therapeutic shopping motivations) had an impact on affective responses (satisfaction with and attitude toward AI chatbots), which in turn influenced a behavioral response (word-of-mouth about AI chatbots). The results confirmed the moderating effect of omni-channel shopping tendencies on customer reactions to AI chatbots.