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Virtual agents and flow experience: An empirical examination of AI-powered chatbots

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  • Baabdullah, Abdullah M.
  • Alalwan, Ali Abdallah
  • Algharabat, Raed S.
  • Metri, Bhimaraya
  • Rana, Nripendra P.

Abstract

The aspects that could shape customers' virtual experiences with chatbot applications are poorly understood. Therefore, this study aims to empirically examine the main factors that shape customers' virtual flow experiences with AI-powered chatbots. The conceptual model was based on flow theory and the technology interactivity model. This model was extended to include the impact of both readability and transparency. The data were collected using an online questionnaire survey posted to 500 customers of courier, package delivery, and express mail services. The statistical results largely supported the role of readability, transparency, personalisation, responsiveness, and ubiquitous connectivity in shaping the virtual flow experience with chatbots, which in turn has a significant impact on both communication quality and satisfaction. This study opens new horizons for researchers and practitioners to consider dimensions other than satisfaction and intention to use, to facilitate and accelerate the pace of success of chatbot applications. However, several areas have not been fully addressed in the current study which could be worth considering in future research, as discussed in the related subsection.

Suggested Citation

  • Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    • Handle: RePEc:eee:tefoso:v:181:y:2022:i:c:s0040162522002967
    DOI: 10.1016/j.techfore.2022.121772
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    1. Arsenyan, Jbid & Mirowska, Agata & Piepenbrink, Anke, 2023. "Close encounters with the virtual kind: Defining a human-virtual agent coexistence framework," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    2. Kim, Yaeri & Seok, Junhee & Roh, Taewoo, 2023. "The linkage between quality of information systems and the impact of trust-based privacy on behavioral outcomes in unmanned convenience store: Moderating effect of gender and experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    3. Li, Chia-Ying & Fang, Yu-Hui & Chiang, Yu-Hung, 2023. "Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    4. Aumaima Wahbi & Karim Khaddouj & Naoufal Lahlimi, 2023. "Study of the relationship between chatbot technology and customer experience and satisfaction [Etude de la relation entre la technologie chatbots et l'expérience et la satisfaction client]," Post-Print hal-04403080, HAL.

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