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Keywords: Chatbot affordances
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (1): 141–160.
Published: 06 March 2025
... intelligence (AI) chatbot context. Design/methodology/approach The quantitative approach employing an online survey was adopted to obtain data from chatbot users (N = 761) and analyzed using structural equation modeling. Findings Results from a survey study show that chatbot affordances...
