Purpose The integration of AI chatbot applications within social media messenger platforms seeks to support an “online-to-offline” strategy, encouraging chat-based consumer engagement that translates into actual purchases. This study investigates the moderating role of AI-based customer service in the relationships between brand loyalty (BL), customer experience (CE) and perceived service quality (PSQ) on consumer purchase intentions (PIs) within the context of Sri Lanka’s online fashion retail sector. Design/methodology/approach This study used a sequential mixed-methods approach to examine how AI chatbot experiences and PSQ influence CE and BL in online fashion retail. The qualitative phase involved 20 shoppers, followed by a survey of 261 participants analyzed using structural equation modelling. Findings The study identified that the primary uses and gratifications of AI chatbots in online fashion retail include seeking instant responses, real-time information, fast navigation and transactions, as well as useful advice and suggestions. While direct analysis showed that only BL and CE significantly influence PI, the moderating effect of AI chatbots strengthened the relationships between BL, CE and PSQ on customer PI. Originality/value This study highlights how chatbots impact PIs in online fashion, offering practical insights for retailers in developing countries. It also provides a foundation for future research and can inform AI-focused marketing education.
Sandunima Kaluarachchi (Wed,) studied this question.