Merchandising/Marketing/Retailing: Management

From Creepy to Caring: The Effects of AI-Powered Conversational Interfaces on Service Satisfaction

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Abstract

As AI-powered conversational agents become central to fashion retail services, understanding how consumers experience chatbot interactions is increasingly critical. This study investigates how verbal embodiment in AI chatbots—expressed through turn-taking and grounding—shapes service satisfaction by influencing perceived uncanniness and perceived care. Using a 3 (conversational interface: baseline vs. turn-taking vs. grounding) × 2 (shopping goal: solution-seeking vs. browsing) online experiment with 398 participants, we tested a serial mediation model and a moderated serial mediation model. Results show that conversationally rich chatbot interfaces reduce uncanniness and enhance perceptions of care, which subsequently improve service satisfaction. These effects are particularly pronounced in browsing contexts, where consumers allocate more attention to the interaction and are more receptive to socially engaging cues. The findings contribute to research on AI-mediated service encounters and provide practical guidance for designing chatbot interfaces that enhance comfort, relational warmth, and overall service experience.

Keywords: AI-powered conversational interface, chatbot, verbal embodiment, shopping goal

How to Cite:

Youn, S. & Ha, S., (2025) “From Creepy to Caring: The Effects of AI-Powered Conversational Interfaces on Service Satisfaction”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21609