Does a chatbot's location influence consumer attitude and intentions? Online publication date: Mon, 01-Jul-2024
by Irene Roozen; Mariet Raedts; Guillaume Waetermans
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 3/4, 2024
Abstract: Chatbots engage in real-time conversations with customers. Moreover, they can collect data in a digital landscape that is increasingly sensitive to privacy. The objective of this study was to help strategic marketing decision-makers better understand how and where chatbots can be used effectively to gather consumer data. We analyse whether consumers' privacy concerns influence their adoption. Furthermore, we invest if privacy concerns, and subsequently information disclosure, are significantly influenced by the chatbot's location. In an experimental study (N = 398) we compared the (in)direct effects of the same chatbot in two different locations: Facebook and its own retailer's website. Our results show that interacting with a chatbot on Facebook led to significantly lower attitudes towards chatbots and lower intentions to use chatbots. Both relationships are sequentially mediated via higher privacy concerns and less comfort with information disclosure. Companies therefore need to consider where to deploy their chatbots.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook