Document Type

Conference Paper

Publication Date

2025

DOI

10.31274/itaa.18522

Publication Title

International Textile and Apparel Association Annual Conference Proceedings

Volume

81

Issue

1

Pages

4 pp.

Conference Name

International Textile and Apparel Association Annual Conference, November 20-23, 2024, Long Beach, California

Abstract

Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study explores how perceived value co-creation during chatbot interactions influences customer repeat purchase intentions through cognitive, emotional, and social responses to chatbots. A survey of 220 participants revealed that perceived value co-creation significantly affected repeat purchase intentions, with cognitive evaluations, emotional reactions, and social value serving as key mediators. However, the direct effect of value co-creation on purchase intentions was not significant. The findings suggest that while value co-creation enhances consumer engagement, repeat purchases occur only when consumers experience positive cognitive, emotional, and social outcomes. Therefore, it is crucial for retailers to incorporate features that promote functionality, emotion-evoking entertainment, and social presence into their chatbot services.

Rights

© 2024 The authors.

Published under a Creative Commons Attribution 4.0 International (CC BY 4.0) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

ORCID

0000-0002-4620-6712 (Choi)

Original Publication Citation

Choi, D. & Lee, J., (2025) Exploring the impact of value co-creation through AI-driven chatbots on customer repeat purchases, International Textile and Apparel Association Annual Conference Proceedings 81(1). https://doi.org/10.31274/itaa.18522

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