Results of hypotheses tests
| Hypothesis | Supported? |
|---|---|
| H1 The functionality of AI-enabled chatbot services exerts a positive influence on perceived interactivity | Not supported |
| H2 The trustworthiness of AI-enabled chatbot services exerts a positive influence on perceived interactivity | Yes, ß = 0.250*** |
| H3 The efficiency of AI-enabled chatbot services exerts a positive influence on perceived interactivity | Yes, ß = 0.204** |
| H4 The human-likeness of AI-enabled chatbot services exerts a positive influence on perceived interactivity | Yes, ß = 0.262*** |
| H5 The responsiveness of AI-enabled chatbot services exerts a positive influence on perceived interactivity | Removed |
| H6 Reference to the service exerts a positive influence on perceived interactivity | Yes, ß = 0.184* |
| H7 The perceived interactivity of AI-enabled chatbot services exerts a positive influence on brand experience | Yes, ß = 0.470*** |
| H8 The perceived interactivity of AI-enabled chatbot services exerts a positive influence on parasocial relationships | Yes, ß = 0.267*** |
| H9 The brand experience of AI-enabled chatbot services exerts a positive influence on parasocial relationships | Yes, ß = 0.567*** |
| Hypothesis | Supported? |
|---|---|
| Not supported | |
| Yes, | |
| Yes, | |
| Yes, | |
| Removed | |
| Yes, | |
| Yes, | |
| Yes, | |
| Yes, |
Note(s): *p < 0.05, **p < 0.01, ***p < 0.001; H5 was removed to avoid construct overlap, because responsiveness had high correlations with efficiency and service reference
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