Predicting the Use Behavior on Conversational Artificial Intelligence Enabled Online Shopping in Small and Medium Enterprises: A Structural Equation Modeling Approach

Conversational artificial intelligence (CA) for online shopping platforms supports in achieving greater customer satisfaction and experience. However, this emerging phenomenon still needs to be explored in developing countries like the Philippines, given limited empirical studies. Thus, this study aims to fill this gap by providing an empirical understanding of the use behavior of conversational agents for e-commerce by involving customers of small and medium enterprises using CA-enabled online shopping. Through a survey collected among small and medium enterprises, the results show that perceived ease of use and perceived usefulness affect attitude. However, trust, enjoyment, and personal innovativeness did not impact purchase intention. Consequent results show that purchase intention positively affects the use behavior of conversational agents in e-commerce platforms SMEs use. Overall, this study indicates the positive potential role of conversational agents in online shopping for SME customers. This study presents insightful implications and recommendations to further conversational agents for e-commerce in small and medium enterprises.