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This study explores the factors influencing the continued use of generative AI chatbots in retail, emphasizing the role of self-esteem as a moderating variable. Key findings indicate that system, service, and information quality significantly affect perceived usefulness and enjoyment, which in turn drive continuance intention. The research contributes to existing literature by integrating emotional and utilitarian factors, providing insights for enhancing user satisfaction and retention in chatbot applicati

Author

chugi0401

Language

EN