Determinants of continuance intention to use chatbots in retail settings: self-esteem as a moderator

Purpose This study aims to investigate the factors influencing continuance intention to use generative artificial intelligence (AI) chatbots in the retail sector, with self-esteem as a moderating variable. Design/methodology/approach Data were collected through an online survey targeting experienced users of retail-focused chatbots, yielding 430 valid responses. Structural equation modeling (SEM) and SmartPLS 4 software were employed to analyze the data and validate the proposed hypotheses. Findings The results reveal that compatibility, information quality, service quality and system quality significantly impact perceived usefulness and enjoyment, which, in turn, positively affect continuance intention. Additionally, self-esteem moderates the relationship between perceived usefulness and continuance intention, but not between perceived enjoyment and continuance intention, indicating that high self-esteem strengthens users’ inclination to continue using chatbots if they find them useful. Originality/value This study contributes to the literature on chatbot adoption by integrating emotional and utilitarian factors, highlighting the importance of self-esteem in sustaining chatbot usage in retail. It offers practical insights for chatbot developers and retail app managers to enhance user satisfaction and retention.