... experience, but has no significant effect on either perceived usefulness or initial trust. Moreover, the results indicate that chatbot initial trust is influenced by both perceived usefulness and perceived ease of use, and in turn, it affects the customer experience. Practical implications This study can...

... technology. Design/methodology/approach This study has been conducted in six online retail stores with the online survey of 342 buyers in Mexico. Data have been analyzed using two regression models with dependent variables, perceived usefulness of technology and buying decision of customers. Multiple...