AI-based technologies act as a recommendation agent to provide suggestions for customers to assist with their product seeking or product choices. However, AI application in marketing literature is relatively scarce. Not much attention is paid on how AI-based technologies impact interfaces at the point of contact between service provider and the customers. Therefore, this study attempts to investigates how chatbot affordances influence continuance intention (affordance effects) through affordance actualization (value in use) from the perspective of affordance actualization theory.
Li, Chia-Ying, "Applying Affordance Actualization Theory to Explore Chatbot Service Continuan Intention" (2022). PACIS 2022 Proceedings. 321.
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