Purpose: Unlike human intelligence, which naturally exists, artificial intelligence (AI) is represented by human-like and non-human-like machines that are programmed by humans to serve human and commercial purposes. This technology enables computers to analyze complex data using sophisticated algorithms and mathematical models, allowing them to learn and improve autonomously. The main objective of this research is to examine the impact of AI stimuli and chatbots on smart customer experience and recommendatory marketing, considering the moderating role of technology readiness in platform businesses, based on the Stimulus-Organism-Response framework.Method: This study is classified as descriptive-survey research. Data were collected using a standard questionnaire. The statistical population consisted of users of the Snapp application. Due to the unlimited size of the population, G*Power software was applied for sample size determination. In total, 453 electronic questionnaires were collected, although 406 were required; analyses were conducted on the full set of 453 responses for greater reliability. Given the non-normal distribution of the data, Smart PLS version 4 and SPSS version 27 software were used for analysis.Findings: Of the 12 hypotheses tested, 9 were supported while 3 were rejected. Results confirmed the impact of enthusiasm, usability, and responsiveness on relative advantage and perceived interaction. Moreover, relative advantage and perceived interaction positively influenced recommendatory marketing. The moderating effect of optimism on the relationship between enthusiasm and perceived interaction was also supported. However, the moderating effect of feelings of lack of control on usability–relative advantage and enthusiasm–interaction relationships, as well as the moderating role of optimism on usability–relative advantage, were rejected. These results may be explained by the novelty of chatbot use in Iran and cultural differences.Conclusion: The findings indicate that AI-related stimuli, including chatbots, significantly affect the smart customer experience. In turn, perceived interaction and relative advantage influence recommendatory marketing. Organizations with proper infrastructure and sufficient human resources can therefore effectively leverage AI and chatbot capabilities.
Jalalzadeh et al. (Tue,) studied this question.