The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market
Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many compani...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | article |
| Lenguaje: | EN ID |
| Publicado: |
Universitas Semarang
2021
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/90385ba36c204325b7c8bc8c171b1077 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| id |
oai:doaj.org-article:90385ba36c204325b7c8bc8c171b1077 |
|---|---|
| record_format |
dspace |
| spelling |
oai:doaj.org-article:90385ba36c204325b7c8bc8c171b10772021-11-10T15:10:48ZThe Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market2086-15592527-281010.26623/themessenger.v13i1.2439https://doaj.org/article/90385ba36c204325b7c8bc8c171b10772021-09-01T00:00:00Zhttps://journals.usm.ac.id/index.php/the-messenger/article/view/2439https://doaj.org/toc/2086-1559https://doaj.org/toc/2527-2810Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many companies applied this function to their website; hence, this study analyzed the influence of chatbots on the enterprise's integrated marketing communication (IMC) activities, resulting in impulse purchase behavior and repurchase intention behavior. The mixed research method was used, particularly the in-depth interview and the survey with 886 online consumers, who shop from the online websites with chatbots system in Vietnam as Tiki, Lazada, Sendo, excetera. The research results showed that the perceived usefulness and ease of use of chatbots have positively affected the attitude of online consumers to the IMC activities of businesses. Simultaneously, IMC leads to impulse buying as well as the repurchase intention behavior of customers. The study proposed some managerial implications for an online business to enhance the chatbot functions to consumer behaviors in the website.Bui Thanh KhoaUniversitas Semarangarticleintegrated marketing communication, impulse purchase behavior, repurchase intention behavior, chatbots, vietnamCommunication. Mass mediaP87-96ENIDJurnal the Messenger, Vol 13, Iss 1, Pp 19-32 (2021) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
EN ID |
| topic |
integrated marketing communication, impulse purchase behavior, repurchase intention behavior, chatbots, vietnam Communication. Mass media P87-96 |
| spellingShingle |
integrated marketing communication, impulse purchase behavior, repurchase intention behavior, chatbots, vietnam Communication. Mass media P87-96 Bui Thanh Khoa The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| description |
Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many companies applied this function to their website; hence, this study analyzed the influence of chatbots on the enterprise's integrated marketing communication (IMC) activities, resulting in impulse purchase behavior and repurchase intention behavior. The mixed research method was used, particularly the in-depth interview and the survey with 886 online consumers, who shop from the online websites with chatbots system in Vietnam as Tiki, Lazada, Sendo, excetera. The research results showed that the perceived usefulness and ease of use of chatbots have positively affected the attitude of online consumers to the IMC activities of businesses. Simultaneously, IMC leads to impulse buying as well as the repurchase intention behavior of customers. The study proposed some managerial implications for an online business to enhance the chatbot functions to consumer behaviors in the website. |
| format |
article |
| author |
Bui Thanh Khoa |
| author_facet |
Bui Thanh Khoa |
| author_sort |
Bui Thanh Khoa |
| title |
The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| title_short |
The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| title_full |
The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| title_fullStr |
The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| title_full_unstemmed |
The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market |
| title_sort |
impact of chatbots on the relationship between integrated marketing communication and online purchasing behavior in the frontier market |
| publisher |
Universitas Semarang |
| publishDate |
2021 |
| url |
https://doaj.org/article/90385ba36c204325b7c8bc8c171b1077 |
| work_keys_str_mv |
AT buithanhkhoa theimpactofchatbotsontherelationshipbetweenintegratedmarketingcommunicationandonlinepurchasingbehaviorinthefrontiermarket AT buithanhkhoa impactofchatbotsontherelationshipbetweenintegratedmarketingcommunicationandonlinepurchasingbehaviorinthefrontiermarket |
| _version_ |
1718439889471537152 |