Skip to main content
Merchandising/Marketing/Retailing: Management

Exploring the Behavioral Intentions to Use AI-Based Chatbots for Apparel Shopping

Authors
  • Mon Thu A Myin (The University of North Carolina at Greensboro)
  • Kittichai Watchravesringkan (University of North Carolina Greensboro)

Abstract

In the retail sector, AI chatbots are revolutionizing customer service by providing 24/7 assistance, personalized recommendations, and boosting sales. The global chatbot market is expected to grow from $5.4 billion in 2023 to $15.5 billion in 2028. However, limited research exists on the factors influencing consumers’ attitudes toward using AI chatbots, particularly in apparel retail. This study integrates Behavioral Reasoning Theory and Innovation Resistance Theory to examine service quality (responsiveness, reliability, assurance) and barriers (usage, risk, value, image, tradition) affecting these attitudes. Data from 632 participants analyzed using structural models revealed responsiveness, reliability, and assurance positively influenced attitudes, while most barriers did not. Positive attitudes also increased willingness to buy and electronic word-of-mouth (eWOM). Technology familiarity moderated the relationship between reliability and attitudes but had limited impact on other factors. Apparel retailers should enhance chatbot quality to improve adoption and address consumer concerns.

Keywords: AI-based chatbot, apparel shopping, behavioral intentions

How to Cite:

Myin, M. A. & Watchravesringkan, K., (2025) “Exploring the Behavioral Intentions to Use AI-Based Chatbots for Apparel Shopping”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18723

Downloads:
Download PDF
View PDF

67 Views

13 Downloads

Published on
2025-01-18

Peer Reviewed