Table 4

Moderating effect of chatbot between BL and PI

Structural relationshipβC.RPResults
BL → PI0.7468.454***Significant
AI → PI0.0330.7520.652Not significant
BL*AI → PI0.0412.887***Significant

Note(s): BL = Brand loyalty, PI = Purchase intention, AI = AI-based customer service *Significant at P < 0.05, ** Significant at P < 0.01, *** Significant at P < 0.001

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