Abstract
Purpose
This study aims to investigate the direct and indirect relationship between AI chatbot service recovery quality (SRQ) and its continuance usage intention through the stimulus-organism-response (SOR) model. The moderating role of perceived animacy, through the mediation of customer experience, is also examined based on the Uncanny Valley Theory.
Design/methodology/approach
Two survey-based studies were conducted to test the mediation and moderated mediation frameworks, respectively. Study 1 recruited 159 American participants from the online panel Prolific, while Study 2 recruited 269 students from a large private university in Malaysia. Data were analyzed using SmartPLS 4.0 and the conditional indirect effects were examined using PROCESS Macro.
Findings
Study 1 revealed a significant partial mediation effect of customer experience between AI chatbot SRQ and continuance usage intention. Study 2 found a significant moderated mediation effect of perceived animacy; as perceived animacy increases, the positive impact of SRQ on customer experience decreases, ultimately lowering continuance usage intention. Interestingly, the conditional indirect effect of perceived animacy was found to become insignificant at a higher level (+1 SD).
Originality/value
Our multi-study approach enhances the nomological validity of the SOR Model and offers cross-sample validation of E-RecS-QUAL dimensions in a technology-mediated service context. The inclusion of perceived animacy adds psychological depth, offering insights for service providers seeking to improve AI chatbots’ service quality and customer experience.
This study aims to investigate the direct and indirect relationship between AI chatbot service recovery quality (SRQ) and its continuance usage intention through the stimulus-organism-response (SOR) model. The moderating role of perceived animacy, through the mediation of customer experience, is also examined based on the Uncanny Valley Theory.
Design/methodology/approach
Two survey-based studies were conducted to test the mediation and moderated mediation frameworks, respectively. Study 1 recruited 159 American participants from the online panel Prolific, while Study 2 recruited 269 students from a large private university in Malaysia. Data were analyzed using SmartPLS 4.0 and the conditional indirect effects were examined using PROCESS Macro.
Findings
Study 1 revealed a significant partial mediation effect of customer experience between AI chatbot SRQ and continuance usage intention. Study 2 found a significant moderated mediation effect of perceived animacy; as perceived animacy increases, the positive impact of SRQ on customer experience decreases, ultimately lowering continuance usage intention. Interestingly, the conditional indirect effect of perceived animacy was found to become insignificant at a higher level (+1 SD).
Originality/value
Our multi-study approach enhances the nomological validity of the SOR Model and offers cross-sample validation of E-RecS-QUAL dimensions in a technology-mediated service context. The inclusion of perceived animacy adds psychological depth, offering insights for service providers seeking to improve AI chatbots’ service quality and customer experience.
| Original language | English |
|---|---|
| Pages (from-to) | 195-208 |
| Number of pages | 14 |
| Journal | Journal of Consumer Marketing |
| Volume | 43 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2026 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
-
SDG 9 Industry, Innovation, and Infrastructure
Keywords
- AI chatbot service recovery quality
- perceived animacy
- Customer experience
- continuance usage intention
- SOR
- uncanny valley theory
Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver