Paper Type
Short
Paper Number
PACIS2026-1770
Description
Despite consumer awareness of environmental issues, a persistent value–action gap inhibits the translation of pro-environmental attitudes into sustainable consumption. AI-powered chatbots have emerged as choice architects on e-commerce platforms, yet research has focused on self-referencing outcomes rather than prosocial behaviors. Grounded in Social Response Theory, this study examines how AI chatbot stimuli—interactivity and personalization—shape hedonic and cognitive smart customer experience and translate digital stickiness into sustainable consumption behavior on Shopee Taiwan. Drawing on survey data from 415 chatbot users, we integrate PLS-SEM with fsQCA. PLS-SEM supports nine of eleven paths and surfaces a tentative personalization paradox: personalization enhances cognitive experience but not hedonic engagement in this privacy-conscious market. FsQCA reveals a “Hedonic Niche” configuration where emotional engagement and stickiness produce high SCB without personalization. We extend SRT to prosocial behavior, reframe stickiness as a behavioral bridge across the value–action gap, and integrate variance-based with set-theoretic methods.
Recommended Citation
Nguyen, Tien-Dat and Liang, Chih-Chin, "Decoding Causal Complexity in AI-Driven Sustainability: Uncovering Equifinal Pathways to Prosocial Behavior" (2026). PACIS 2026 Proceedings. 4.
https://aisel.aisnet.org/pacis2026/adv_theory/adv_theory/4
Decoding Causal Complexity in AI-Driven Sustainability: Uncovering Equifinal Pathways to Prosocial Behavior
Despite consumer awareness of environmental issues, a persistent value–action gap inhibits the translation of pro-environmental attitudes into sustainable consumption. AI-powered chatbots have emerged as choice architects on e-commerce platforms, yet research has focused on self-referencing outcomes rather than prosocial behaviors. Grounded in Social Response Theory, this study examines how AI chatbot stimuli—interactivity and personalization—shape hedonic and cognitive smart customer experience and translate digital stickiness into sustainable consumption behavior on Shopee Taiwan. Drawing on survey data from 415 chatbot users, we integrate PLS-SEM with fsQCA. PLS-SEM supports nine of eleven paths and surfaces a tentative personalization paradox: personalization enhances cognitive experience but not hedonic engagement in this privacy-conscious market. FsQCA reveals a “Hedonic Niche” configuration where emotional engagement and stickiness produce high SCB without personalization. We extend SRT to prosocial behavior, reframe stickiness as a behavioral bridge across the value–action gap, and integrate variance-based with set-theoretic methods.
Comments
15-Method