Consumer Behavior

Exploring the Impact of Value Co-Creation through AI-Driven Chatbots on Customer Repeat Purchases

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Abstract

Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study explores how perceived value co-creation during chatbot interactions influences customer repeat purchase intentions through cognitive, emotional, and social responses to chatbots. A survey of 220 participants revealed that perceived value co-creation significantly affected repeat purchase intentions, with cognitive evaluations, emotional reactions, and social value serving as key mediators. However, the direct effect of value co-creation on purchase intentions was not significant. The findings suggest that while value co-creation enhances consumer engagement, repeat purchases occur only when consumers experience positive cognitive, emotional, and social outcomes. Therefore, it is crucial for retailers to incorporate features that promote functionality, emotion-evoking entertainment, and social presence into their chatbot services.

Keywords: AI-driven chatbot, cognitive evaluation, customer repeat purchase intention, emotional reaction, social value, S-O-R model

How to Cite:

Choi, D. & Lee, J., (2025) “Exploring the Impact of Value Co-Creation through AI-Driven Chatbots on Customer Repeat Purchases”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18522