Work

Consumer Behavior Toward AI-Powered Chatbots in Interactive Marketing: The Moderating Role of Perceptual Psychology

Year: 2026

Type: article

Abstract: AI-powered chatbots have been increasingly adopted across various domains, particularly in healthcare and psychological support. This study investigates consumers’ intentions toward AI-powered chatbots within the context of interactive marketing, with a specific emphasis on the moderating role of perceptual psychology. Grounded in the Theory of Planned Behavior (TPB), the Information Acceptance Model (IAM), and the Technology Acceptance Model (TAM), data were collected from 357 valid responses and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that AI-powered chatbots capabilities exert a strong positive influence on consumer trust, which emerges as the most influential predictor of intention to use AI-powered chatbots. Furthermore, perceptual psychology plays a significant moderating role by amplifying the effect of trust on usage intention. Collectively, these findings underscore the practical potential of Chatbots AI in healthcare consulting and provide valuable managerial insights for enhancing user experience and fostering trust in interactive marketing environments.

Source: Review of Marketing Science

DOI: 10.1515/roms-2025-0099

Authors: Phuong Viet Le-Hoang, Nguyen Thi Cam-Tu, Nguyen Thi Thu-Ha, Loi Nguyen-Tan

Institution: Industrial University of Ho Chi Minh City

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

SDG: Good health and well-being

Open Access status: hybrid

Estimated APC paid: $2,712