AI-Powered NLP Chatbots and Online Clothing Shopping in Pakistan: An Extended Behavioral Reasoning and Technology Readiness Model

Abstract

Artificial intelligence (AI) based natural language processing (NLP) chatbots have become a prominent feature in online shopping platforms, but the factors influencing consumers' intentions to utilize these systems in the Pakistani context have not been thoroughly explored. The current study examines the factors influencing the attitude and intention of the Pakistani consumers for online shopping of clothes using AI powered conversational chatbots. The study combines the constructs of the Technology Acceptance Model (TAM), the Technology Readiness and the Behavioral Reasoning Theory (BRT) to approach both technology-acceptance and technology-resistance perspectives. A five-point Likert scale questionnaire was used to gather data. After data screening, 260 valid responses were obtained from 300 responses that were collected, and analyzed using partial least squares structural equation modeling (PLS-SEM) software in SmartPLS. The internal consistency of the items was established in a preliminary study of 45 respondents with a Cronbach's alpha of .930. The measurement model showed good reliability, convergent validity, and discriminant validity was confirmed by the HTMT, Fornell–Larcker, and cross-loading measurements. The structural results show that discomfort, insecurity, optimism and perceived innovativeness were statistically significant predictors of attitude and/or intention to use. Intention to use had a strong positive association with attitude (β = .743, p < .001). The latter (perceived usefulness, perceived ease of use, price value) were not significant in the reported structural model. Findings complement the previous research on chatbot adoption by showing the relevance of technology-readiness and behavioral-reasoning variables in the context of an emerging market online clothing environment and offer an implication for retailers and chatbot developers to boost consumer comfort, trust and adoption.