From familiarity to acceptance: the impact of Generative Artificial Intelligence on consumer adoption of retail chatbots
| dc.contributor.author | Arce Urriza, Marta | |
| dc.contributor.author | Chocarro Eguaras, Raquel | |
| dc.contributor.author | Cortiñas Ugalde, Mónica | |
| dc.contributor.author | Marcos Matas, Gustavo | |
| dc.contributor.department | Gestión de Empresas | es_ES |
| dc.contributor.department | Enpresen Kudeaketa | eu |
| dc.contributor.department | Institute for Advanced Research in Business and Economics - INARBE | en |
| dc.date.accessioned | 2025-01-21T17:17:37Z | |
| dc.date.issued | 2025-01-17 | |
| dc.date.updated | 2025-01-21T16:59:08Z | |
| dc.description.abstract | This study investigates the influence of Generative Artificial Intelligence (GenAI) on consumer adoption of retail chatbots, focusing on how GenAI impacts key adoption determinants, the role of familiarity and assessing its effects across different stages of the customer journey. We conducted two waves of surveys, one pre- and one post-GenAI integration, to compare consumer perceptions across three customer service tasks. Using the Service Robot Acceptance Model (SRAM) as a framework, we found that GenAI enhances consumer perceptions of chatbot usefulness, human-likeness, and familiarity, thereby increasing adoption intentions. However, trust remains largely unchanged, and privacy concerns have risen post-GenAI. Additionally, the relationships remain stable across customer journey stages, with familiarity playing a key role. Our findings extend SRAM to the retail context with GenAI, offering new insights into the temporal stability of chatbot adoption factors. It underscores familiarity's dual role (direct and indirect) in fostering adoption, while highlighting that GenAI impacts specific aspects of consumer interaction. These findings provide insights for retailers to leverage GenAI-powered chatbots to enhance customer engagement and satisfaction. | en |
| dc.description.sponsorship | This work is part of the project PID2019-108554RB-I00 funded by Spanish State Research Agency (AEI) 10.13039/501100011033 and the project TED2021-129513B-C21 funded by MCNI/AEI/10.13039/501100011033 and European Union “NextGenerationEU”/PRTR. | |
| dc.format.mimetype | application/pdf | en |
| dc.format.mimetype | application/msword | en |
| dc.identifier.citation | Arce-Urriza, M. Chocarro, R., Cortiñas, M., Marcos-Matás, G. (2025). From familiarity to acceptance: the impact of Generative Artificial Intelligence on consumer adoption of retail chatbots. Journal of Retailing Consumer Services, 84, 1-15. https://doi.org/10.1016/j.jretconser.2025.104234. | |
| dc.identifier.doi | 10.1016/j.jretconser.2025.104234 | |
| dc.identifier.issn | 0969-6989 | |
| dc.identifier.uri | https://academica-e.unavarra.es/handle/2454/53029 | |
| dc.language.iso | eng | |
| dc.publisher | Elsevier | |
| dc.relation.ispartof | Journal of Retailing and Consumer Services 84, 2025, 104234 | |
| dc.relation.projectID | info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00/ES/ | |
| dc.relation.projectID | info:eu-repo/grantAgreement/AEI//TED2021-129513B-C21/ | |
| dc.relation.publisherversion | https://doi.org/10.1016/j.jretconser.2025.104234 | |
| dc.rights | © 2025 The Authors. This is an open access article under the CC BY license. | |
| dc.rights.accessRights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Generative artificial intelligence | en |
| dc.subject | Chatbot adoption | en |
| dc.subject | Retail technology | en |
| dc.subject | Consumer familiarity | en |
| dc.subject | Privacy risk | en |
| dc.subject | Service robot acceptance model (SRAM) | en |
| dc.title | From familiarity to acceptance: the impact of Generative Artificial Intelligence on consumer adoption of retail chatbots | en |
| dc.type | info:eu-repo/semantics/article | |
| dc.type.version | info:eu-repo/semantics/publishedVersion | |
| dspace.entity.type | Publication | |
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