However, there are still relatively few studies on mobile shopping-and more specifically, on consumer adoption of mobile technologies (Hew, 2017). The growth of mobile tools in managerial practice has been accompanied by an evolving research base, focused on topics such as: mobile marketing (Shankar & Balasubramanian, 2009 Venkatesh et al., 2012), mobile advertising and promotions (Andrews et al., 2015 Bart et al., 2014 Fong et al., 2015), and mobile shopping (Shankar et al., 2016).
In short, companies can use m-marketing to improve customers’ relationship with a brand, whether through text messages, mobile advertising, mobile content (generated by users), and m-commerce (Watson et al., 2013). From a business perspective, these channels offer important opportunities to expand commercial activities (Pavlou et al., 2007) by exploiting the personalization, timeliness, location and contextuality of the user experience. Social commerce, meanwhile, is a subset of electronic commerce (e-commerce) that uses social media to support the exchange of user-generated content and thereby improve the online shopping experience (Marsden, 2010). Now effectively omnipresent in the market, m-commerce allows users to search for product information, compare prices, read comments and reviews, access personalized and geo-localized services, and make purchases at any time and place (Balasubraman et al., 2002 Barnes & Scornavacca, 2004 Pavlou et al., 2007). In particular, the growth of wireless networks and mobile devices has led to the development of mobile electronic commerce (m-commerce) (Ngai & Gunasekaran, 2007 Wu & Wang, 2005) and the greater growth of social commerce. Undoubtedly, the rise of the Internet and digitalization have changed the way people interact with each other and with companies, creating involvement (Klopfenstein et al., 2017). In general, the propagation of digitalized tools (e.g., smartphones) facilitates new ways for companies to manage their marketing activities (Verhoef et al., 2015). Similarly, the use of Business Intelligence and Analytics (BI&A) can create competitive advantages for organizations through the improvement of individual commercial activities (Xu et al., 2017) and the management of customer relationships (Nam et al., 2018). For instance, scholars can use AI to better understand the decision-making chain and develop new marketing strategies based on Big Data (Kumar et al., 2019 Sterne, 2017 Yang & Siau, 2018). The growing diffusion of Artificial Intelligence (AI)-understood as a set of information systems based on technologies and devices with the ability to complete tasks typically related to human intelligence-has opened new opportunities for studies of consumer behavior. The paper concludes with a discussion of the results’ theoretical and managerial implications. These results can be useful for companies and researchers in terms of developing and testing new digital marketing strategies. In line with these assumptions, the data analysis shows that internet privacy concerns only negatively moderate the relationship between attitude toward chatbots and behavioral intent to use this technology. In fact, the interactivity is unidirectional in the case of mobile advertising (from the company to the consumer), but bidirectional in the case of chatbots (in which consumers have an active role in communication). Through a survey, the study shows that attitude toward mobile advertising does not have a direct effect on the behavioral intent to use chatbot, but is rather mediated by one’s attitude toward chatbots. After reviewing the literature, the study proposes a moderated mediation model. This study aims to identify the role of attitude toward chatbots and privacy concern in the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. Through their computers or mobile devices, consumers can use this technology to search for information, make purchases or request after-sales services. Chatbots are technological tools equipped with artificial intelligence that allow companies to interact with their consumers.
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