Virtual agents and flow experience: An empirical examination of AI-powered chatbots

Abstract

The aspects that could shape customers' virtual experiences with chatbot applications are poorly understood. Therefore, this study aims to empirically examine the main factors that shape customers' virtual flow experiences with AI-powered chatbots. The conceptual model was based on flow theory and the technology interactivity model. This model was extended to include the impact of both readability and transparency. The data were collected using an online questionnaire survey posted to 500 customers of courier, package delivery, and express mail services. The statistical results largely supported the role of readability, transparency, personalisation, responsiveness, and ubiquitous connectivity in shaping the virtual flow experience with chatbots, which in turn has a significant impact on both communication quality and satisfaction. This study opens new horizons for researchers and practitioners to consider dimensions other than satisfaction and intention to use, to facilitate and accelerate the pace of success of chatbot applications. However, several areas have not been fully addressed in the current study which could be worth considering in future research, as discussed in the related subsection.