Moderating effect of chatbot between CE and PI
| Structural relationship | β | C.R | P | Results |
|---|---|---|---|---|
| CE → PI | 0.428 | 12.912 | *** | Significant |
| AI → PI | 0.378 | 11.473 | *** | Significant |
| CE*AI → PI | 0.032 | 1.120 | *** | Significant |
| Structural relationship | β | C.R | Results | |
|---|---|---|---|---|
| CE → PI | 0.428 | 12.912 | *** | Significant |
| AI → PI | 0.378 | 11.473 | *** | Significant |
| CE*AI → PI | 0.032 | 1.120 | *** | Significant |
Note(s): CE = Customer experience, 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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