Figure 1
The research framework diagram shows a dashed, rounded rectangle on the left labeled “Service chatbot’s attributes”. Inside it, six oval shapes are stacked vertically, labeled “Functionality”, “Trustworthiness”, “Efficiency”, “Human-likeness”, “Responsiveness”, and “Reference to the service”, from top to bottom. Arrows labeled “H 1”, “H 2”, “H 3”, “H 4”, “H 5”, and “H 6” extend from these six ovals toward a central oval labeled “Perceived interactivity”. From “Perceived interactivity”, an arrow labeled “H 7” points to an oval on the right labeled “Brand experience”. Another arrow labeled “H 8” points downward from “Perceived interactivity” to an oval labeled “Parasocial relationships”. From “Brand experience”, an arrow labeled “H 9” points downward to “Parasocial relationships”. To the right of “Brand experience” is the text “Validated by prior research” with a vertical arrow pointing downward to an oval labeled “Brand loyalty”. To the right of “Parasocial relationships” is the text “Validated by prior research” with a vertical arrow pointing upward to the same oval labeled “Brand loyalty”. At the bottom right, a dashed, rounded rectangle labeled “Control variables” contains four ovals labeled “Education”, “Gender”, “Age”, and “Chatbot’s use duration”, from left to right. Arrows extend upward from these four control variable ovals toward “Parasocial relationships”.The research framework of this study