Determinants of chatbot continuance intention in airlines: theory and evidence

Purpose The purpose of the current study is to evaluate the continuance intentions (CIs) of chatbot users in airlines and/or air travel booking companies, which is explored by integrating the extended technology acceptance model (TAM). Design/methodology/approach The paper presents empirical evidence by conducting data analysis on 467 travelers, using AMOS. The current study has undertaken six constructs as factors of trust (TRU), which lead to customer experience (CEXP) and finally CI to use airline chatbots. The CEXP to CI path is also mediated by the need for interaction (NFI) and anthropomorphism (ANTH). Findings The findings indicate that TAM variables (extended) play a major role in shaping users’ trust in chatbots used by airlines, which is crucial for enhancing the CEXP. ANTH plays a significant role in CEXP, directly influencing CEXP and CI, whereas the NFI does not. Ultimately, the CEXP of using airline chatbots significantly impacts their intention to continue. Originality/value The study addresses the role of human–AI interaction with a unique proposition wherein extended TAM variables influence CI via trust and CEXP.