Navigating ethical perceptions and relationship quality in social commerce-based AI-chatbot continuous usage

Abstract

This study examines how consumers' ethical perceptions and relationship quality influence chatbot adoption in social commerce, using an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The study specifically emphasizes the role of ethical considerations and relationship dynamics in shaping users' continuous intention to use chatbots. Data were collected through an online survey targeting social commerce customers in the United States and analyzed using partial least squares structural equation modeling. The results reveal that performance expectancy, effort expectancy, hedonic motivation, habit and ethical perception significantly influence relationship quality. Relationship quality and consumers' ethical perception significantly influence continuous intention to use chatbots. Facilitating conditions showed a negative impact on relationship quality, while social influence demonstrated no significant effect. The study's focus on US customers may limit its generalizability to other cultural contexts and geographical regions. Social commerce businesses can utilize these insights to enhance chatbot implementation, foster customer engagement and address ethical concerns, ultimately improving continuous usage intention. The findings have broader social implications for understanding the acceptance of technology and ethical practices in contemporary society. This study extends the consumers' ethical theory model by incorporating relationship quality and technology usage as key factors in understanding chatbot adoption in social commerce, addressing a gap in the existing literature regarding the integration of artificial intelligence chatbots and social commerce platforms.