Artificial intelligence tools such as virtual agents (VAs) and chatbots allow retailers to tailor services and strengthen customer interaction. This study investigates the primary factors shaping customer intentions to use and collaborate with virtual agents, with particular attention to the moderating effect of service task type – support, purchase or complaint.
This study empirically tests a model in which perceived ease of use, perceived usefulness and attitude toward virtual agents (antecedents) influence intention to use and willingness to collaborate (outcomes), with service task type assessed as a moderating variable. The model is evaluated using PLS-SEM based on survey data from 691 service customers.
The results indicate that (1) perceived usefulness, compared to ease of use, is a stronger antecedent of attitude; (2) attitude significantly influences intention to use and willingness to collaborate with virtual agents; (3) attitude functions as a significant mediator between perceived usefulness and intention to use. In addition, the study establishes that service task type – support, purchase or complaint – acts as a significant moderating factor.
This study shows that customers’ intentions to use and interact with virtual agents are mainly shaped by their attitudes and perceived usefulness, with the type of service task performed acting as a relevant contextual factor.
This study makes a distinct contribution by identifying the significant moderating role of customer service tasks in transforming customer attitudes into intentions to adopt virtual agents, offering valuable insights into the mechanisms driving VA adoption in retail and service settings.
