Open access
Aug 2026
Implementation of AI-Based Chatbot in Marketing Service Information System in Retail Companies
The Culturally-Moderated AI Adoption Framework (CMAAF) is developed and formally validated, which extends TAM and SERVQUAL beyond additive integration by formally specifying cultural boundary conditions that amplify or attenuate AI’s effect on satisfaction.
Fordiana Ekawati, Emi Sita Eriana
· bit-Tech · 0 citations