Ahmed Taher Esawe

Abstract

              This study aims to investigate the factors influencing AI-powered chatbot continuance intention and the mediating influence of e-WOM and satisfaction, based on the Uses and Gratifications Theory (UGT) and the Elaboration Likelihood Model (ELM). This study used partial least squares structural equation Modelling (PLS-SEM) on a sample of 435 AI-powered chatbot users. The participants were recruited through an online cross-sectional survey hosted on Google Forms. The results revealed that chatbot marketing efforts significantly influence communication quality, satisfaction, and e-WOM. Furthermore, communication quality significantly influences satisfaction and e-WOM. Satisfaction was a significant predictor of continuance intention. Finally, the results confirmed the mediating role of satisfaction. This study contributes to literature by expanding our understanding of chatbot usage in the digital service context. It establishes and validates the relationships between chatbot marketing efforts, communication quality, satisfaction, and continuance intention.