The Impact of Human‐Robot Interaction in AI Customer Service on Consumers' Online Shopping Behaviour: Extending UTAUT2 Model

AI chatbots are service agents with capabilities beyond basic customer service. Although AI chatbots have become widespread in e‐commerce, research examining their service quality dimensions through human‐robot interaction perspectives in the Chinese market remains limited. This study aims to fill this gap by extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with anthropomorphism, perceived trust, and information support as service quality dimensions to investigate Chinese consumers' satisfaction and behavioural intentions towards AI chatbots in e‐commerce. Through a quantitative approach, we analysed 685 survey responses using structural equation modelling. The results indicate that trust stands as the strongest service quality predictor of satisfaction, followed by information support and anthropomorphism. For the UTAUT2 variables, habit emerges as the primary driver of behavioural intention. This research contributes to human‐robot interaction and service quality literature and offers practical implications for designing AI chatbot systems in the Chinese e‐commerce context.