User Switching Behavior: AI Chatbots or Human Agents?

Authors

Lintong Jiang, School of Economics and Management, Dalian University of TechnologyFollow
Xiaodi Wang, School of Economics and Management, Dalian University of TechnologyFollow
Qi Chen, School of Economics and Management, Dalian University of TechnologyFollow
Qingfei Min, Dalian University of TechnologyFollow

Abstract

Although Artificial intelligence (AI) chatbots have been widely used as the first supports in online consumer service, many customers intend to switch from chatbots to human agents. However, there is a lack of knowledge about the reasons for such switching intention. To fill this gap, we build on the push-pull-mooring (PPM) model to theorize on user switching intention from AI chatbots to human agents. Based on the extensive review of the literature, we propose that the push and pull factors will positively affect individual switching intention and the mooring dimension will have a significant negative impact on the intention. Meanwhile, the relationships among push, pull category and switching intention are moderated by the mooring effects. Items scales will be developed and data will be collected through a laboratory experiment. Then ANOVA and structural equation model (SEM) will be applied to validate the model.

Recommended Citation

Jiang, Lintong; Wang, Xiaodi; Chen, Qi; and Min, Qingfei, "User Switching Behavior: AI Chatbots or Human Agents?" (2020). PACIS 2020 Proceedings. 18.
https://aisel.aisnet.org/pacis2020/18