Document Type

Conference Paper

Publication Date

2025

DOI

10.31274/itaa.18521

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

The study applies affordance theory to investigate how perceived personalization influences loyalty through cognitive, affective, and social drivers. Data was collected from 220 participants who watched a video of a chatbot interaction and then assessed their loyalty intentions. While all paths were significant between personalization and consumer’s willingness to stay, the effects of personalization on consumer’s willingness to recommend the retailers to others were slightly different. If companies aim to capitalize on word-of-mouth marketing, it will be better to prioritize cognitive and affective qualities of chatbot over social qualities, because the latter did not contribute significantly to word-of-mouth intentions about the retailer.

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

Lee, J., & Choi, D. (2025). How personalized chatbots win customer loyalty. International Textile and Apparel Association Annual Conference Proceedings. 81(1). https://doi.org/10.31274/itaa.18521

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