Analyzing the complexities of chatbots, virtual try-on and digital payment mode on customer satisfaction: an empirical study of online shoppers

Purpose The present study incorporates the extended unified theory of acceptance and use of technology (UTAUT2) with chatbots (CBs) and virtual try-on (VTO) as new variables, in accordance with global developments that have resulted in online purchasing becoming an emerging trend among consumers in the digital era. Design/methodology/approach The research used a survey instrument utilizing snowball sampling, gathering data from 600 consumers in northern India. PLS-SEM was employed to empirically validate the conceptual model and test the study hypothesis. A conceptual model was constructed utilizing both existing and new variables. Findings The research demonstrated that performance expectancy (PE), habit (H) and price value (PV) have a significant positive relation with customer satisfaction (CS), which subsequently fosters continued intention (CI). Conversely, effort expectancy (EE) did not seem to significantly influence consumer satisfaction. The results demonstrate that CBs, VTO and digital payment mode (DPM) exert a favorable and significant effect on consumer satisfaction. Furthermore, customer satisfaction exerts a substantial and favorable impact on the intentions to continue. Originality/value This study enhances the literature by amalgamating VTO and CBs with UTAUT2 to develop a comprehensive model for analyzing online shopping adoption. Online retailers should concentrate on these critical variables that substantially impact customer satisfaction to develop strategies for recruiting new clients.