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