Browsing by Author "Yatawara, K.M.B"

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    PublicationOpen Access
    Bridging the chatbot connection: the role of AI-driven chatbot affordances in e-commerce purchase intentions
    (Emerald Publishing, 2025-10-05) Yatawara, K.M.B; Sampath, T; Kalupahana, P.L; Rathnayake, S.O; Jayasuriya, N; Rathnayake, N
    Purpose – This paper explores how AI-driven chatbots, using social support and affordance theories, influence consumer behavior and purchase intentions (PIs) in e-commerce, addressing challenges like limited understanding and security concerns. Design/methodology/approach – A quantitative study was conducted to collect data from 385 customers who had interacted with AI-driven chatbots on e-commerce platforms. Purposive sampling was employed to ensure the relevance of the respondents. Partial least squares-structural equation modeling (PLS-SEM) analysis was performed using SmartPLS 4 to test the hypothesized relationships and analyze the data. Findings – The results show a small direct effect of chatbot affordances on PI, with stronger indirect effects via customer satisfaction (CS) and trust. Notably, trust does not directly influence PI, suggesting a reliance on word-of-mouth. Customer engagement (CE) plays a minor mediating role, highlighting the importance of emotional and experiential factors. Originality/value – This pioneering study within the Sri Lankan context addresses the underexplored area of AI-driven chatbots and their influence on PI. Additionally, the study provides nuanced insights into the mediating mechanisms of CS, trust and engagement in the relationship between chatbot affordances and PI.