Merchandising/Marketing/Retailing: Management

Examining the Drivers and Barriers of Intention to Use AI Chatbot to Purchase Apparel Online

---

Abstract

It is reported that the use of AI chatbot in retail sales is expected to grow to $22 billion by 2023 from $2.6 billion in 2019 (Tracy, 2019). AI chatbot can help customers by answering their questions, asking follow-up questions to customers, and providing suggestions for searching products (Huang et al., 2007). Therefore, many apparel brands such as Louis Vuitton, Burberry, Tommy Hilfiger, and H&M have adopted AI chatbot technology to interact with their consumers. Te purpose of this study is to investigate the drivers and barriers of apparel consumers’ intentions to use AI chatbot purchasing apparel online. Findings revealed that optimism and innovativeness of technological readiness positively influenced the perceived ease of use of AI chatbot. Findings showed that while relative advantage and complexity of psychological readiness positively influenced the perceived usefulness of AI chatbot, resistance to change of psychological readiness negatively influenced the perceived usefulness of AI chatbot.

Keywords: psychological readiness, technological readiness, Behavioral Reasoning Theor, Technology Acceptance Model, online apparel shopping, AI chatbot

How to Cite:

Myin, M. A. & Watchravesringkan, K., (2020) “Examining the Drivers and Barriers of Intention to Use AI Chatbot to Purchase Apparel Online”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12063