Journal of Positive School Psychology http://journalppw.

com
2022, Vol. 6, No. 8, 7143-7161

Effect Of Chatbots In Digital Marketing To Perceive

The Consumer Behaviour
Bakhytzhan Omarov1 , Abay Tursynbayev2 , Gulnar Zhakypbekova3 ,
Gulbakhram Beissenova4

1
International University of Tourism and Hospitality, Turkistan, Kazakhstan
Email: [email protected], Orcid ID: 0000-0002-8341-7113
2
National Academy of Education named after Y.Altynsarin, Nur-Sultan, Kazakhstan, Email:
[email protected]
3
M. Auezov South Kazakhstan university, Shymkent, Kazakhstan , Email:
[email protected]
4
M. Auezov South Kazakhstan university, Shymkent, Kazakhstan , Email:
[email protected]

Abstract
This study will provide a summary of the Artificial Intelligence strategies used for marketing
service sector. Focusing on the use of chatbots in digital marketing communications, this study
will investigate the influence of these techniques on consumer behaviour. In addition, this study
investigates the effectiveness of the adaption of chatbots in creating a desire to purchase.
Supported by relevant literature a timely approach to digital marketing communication and
diversity over the years will be presented. This study will also examine consumer acceptance of
[AI (Artificial Intelligence)] chatbots in digital marketing communications. The importance of
this research is to incorporate research into new Artificial Intelligence methods used by marketers
and provide an overview of new marketing ideas and methods. The outcomes of this research will
help companies understand how their target groups perceive the adoption of chatbots in marketing
communications and how they influence the consumer buying behaviour. In addition, this
research will help advertisers reach out to their participants and attract new ones using state-of-
the-art technology

Keywords: Marketing, Chatbots, Consumer behaviour.

1. INTRODUCTION Innovation in marketing communications

Consumer behaviour is a study of how has had the option to assist organizations
people by what they buy when they buy and with learning their intended interest group a
why they buy, Technological advancements long way past what they thought
have altered how organizations design and conceivable. Delivering the advantages and
execute their marketing procedures. enormous changes, innovation, for example,
Bakhytzhan Omarov 7144

artificial intelligence has become a distinct time, and how they spend their money.
advantage for advertisers and various Knowing the influences that affect customer
marketing strategies. this study will give a decisions is very important for marketers.
view about the effect of AI on marketing. The various social sciences of consumer
behaviour analysis collect features from
Defining consumer behaviour. anthropology (particularly social
The term customer refers to the individuals anthropology), ethnography, economics
or organizations who purchase a product, it (particularly behavioural economics),
also refers to a person who hires goods and marketing, sociology, and psychology.
services. The consumer is an individual or The following are the few aspects that a
organization who intends to order goods or consumer behaviour could make a impact on
service and uses purchased products for key marketing strategies.
personal social family household industrial 1. Market sensing
and similar needs. The study of individuals, 2. Sales forecasts
groups or organization’s needs differences 3. Elaboration of livelihood models
in emotions, attitudes and wants towards a 4. Research, innovation and
product is known as consumer behaviour development
some of the popular definitions of consumer 5. Psychographics of the customers
behaviour and as follows.
Faison [1977] defined consumer behaviour
as “the assumptions that people have series Defining Digital Marketing:
of needs which lead to try state.” Digital marketing is the use of the Internet,
According to Engel et.al 1986 consumer mobile devices, social media, search engines
behaviour is “those acts of individuals and other channels to reach consumers.
directly involved in obtaining using and Some marketing professionals view digital
disposing of economic boots and service marketing as a completely new activity that
including the position process.” Kotler has requires a new way to approach customers
defined consumer behavior as “consumer and new ways to understand how customers
behavior is a study of how people by what behave compared to traditional marketing.
they buy when they buy and why they buy.” Digital marketing targets a certain segment
American marketing Association had of customers and is interactive. Digital
defined the consumer behaviour as “The marketing is on the rise and includes search
dynamic interaction of affect and cognition results ads, email ads, and promotional
behaviour and involvement in events by tweets - anything that includes marketing
which human beings conduct the exchange and customer feedback or two-way
aspect of their life” Impact Of Consumer communication between company and
Behaviour on Business And Marketing customers. Online marketing is different
Strategies from digital marketing. Internet marketing is
In order to thrive in today's world, for online advertising only, and digital
businesses need to know what consumers marketing can take place on mobile devices,
need, what they think, how they spend their on the subway platform, in a video game, or
7145 Journal of Positive School Psychology

on an app on smartphone. There are various limited time span will help advertisers
marketing channels few of them in include support crusade execution, and the return on
website marketing, pay per click advertising, investment (ROI) is much quicker. This
content marketing, email marketing, social gives advertisers and organizations more
media marketing, affiliate marketing, SMS opportunities to focus on other similarly
messaging, video marketing, etc. Defining significant errands. Another motivation
Artificial Intelligence. behind why AI in showcasing efforts in 2021
One of the main objectives of AI is to is significant is that 76 percent of clients
develop computer systems that are able to anticipate that organizations should
conduct tasks that require human comprehend their necessities and
intelligence (Fan et al., 2020, p. 248). For assumptions. Artificial Intelligence will
some AI might appear to be a new concept, assist content advertisers with understanding
its roots however go back to two thousand who precisely their intended interest group
years of work accumulated in philosophy, is, consequently making an individual
logic, psychology, linguistics, mathematics, encounter for clients.
and theories of reasoning. There is no single Artificial intelligence is used in marketing in
definition of AI. The field of AI is being many ways. A few of them are chatbots,
constantly redefined; some topics are sales forecasting, understand customers,
classified as not a part of AI while new find the trend, targeted ad marketing, speech
topics become part of it. recognition, content generation, dynamic
Google describes Artificial Intelligence as pricing, and many other ways. Another
“the theory and development of computer motivation behind why Artificial
systems able to perform tasks that normally Intelligence Marketing in showcasing
require human intelligence.” With such efforts in 2021 is significant is that 76
extraordinary potential, advertisers have percent of clients anticipate that
grasped AI and are continually gaining from organizations should comprehend their
it and fusing it into their work wherever it is necessities and assumptions. Artificial
possible. The effect of artificial intelligence Intelligence will assist content advertisers
on online advertising is colossal. An with understanding who precisely their
examination by Smart Insights shows that intended interest group is, consequently
out of 100 senior advertisers from various making an individual encounter for clients.
ventures, 55 percent of organizations are In this study, we will be concentrating on the
executing or previously considering role and importance of chatbots in
utilizing AI in their promoting rehearses. marketing. Chatbots are AI-fuelled
Why would that be? programming your program to encourage
Artificial Intelligence Marketing (AIM) discussions with your clients. Chatbots can
permits advertisers to crunch gigantic be programmed with explicit responses to
measures of showcasing information oftentimes posed inquiries (like "what's your
examination from online media, messages, merchandise exchange?" or "what amount
and the Web in a moderately quicker time. do your administrations cost?")— thus,
Also, the experiences they get in a more rather than investing the time and energy to
Bakhytzhan Omarov 7146

respond to each inquiry from your clients, you guide your clients to the best spot
your chatbots can step in and accomplish the for them to discover the data they
work for you. Furthermore, the best part? need. Thoroughly consider a portion
Chatbots influence AI— so the more of the suggestions to ask that will
inquiries your clients pose, and the more course your guest to the most ideal
elaborate those inquiries are, the better the arrangement. These inquiries differ
program gets at responding to them. You can by business type.
have chatbots on your site, customer care 3. Retain Time and Cash- By
portals, and on your social media. Any place mechanizing discussions that would
you communicate with your clients you'll some way or another require a
discover an occasion to use chatbot representative to reply, associations
innovation. set aside time and cash that would
The incentive in chatbots comes from their then be able to be designated to
capacity to mechanize discussions or different endeavours. Rather than
conversations all throughout your having your reps investing the
association. The following are a few key entirety of their energy responding to
advantages organizations acknowledge inbound inquiries, those people
when utilizing chatbots:- redistribute time to proactively
1. Produce Leads and Revenue- finding important discussions to get
Chatbots utilize direct messages to together with social listening
assemble data important to offer instruments. The measure of time you
viable help to the organization in save increments as your inbound
decision making. For instance, asking message amount increments.
clients for what valid reason they're
visiting your page is one inquiry that Chatbot: Definition
is likely posed in each commitment. In simple words, a chatbots system can be
Robotizing this underlying defined as the program, that deals with the
communication permits clients to simulation of conversations with the human
share the data required for the user by using the platform of the Internet. It
specialist to more readily serve them is a kind of machine-based human-like an
without requiring a human to request agent that is available at all time to process
it. the enquiries. The operation of this chatbots
2. Guide Users to Better Outcomes- system works based on the fact that it can
Customers don't generally have the understand the human enquires (mostly in
foggiest idea where to go to discover the form of text) and produce the
the data they're keen on. Indeed, your corresponding output. The history of a
clients may not understand what it is chatbots is as old as the history of computer
they're keen on. Possibly they just science itself. It is understandable by the
heard your image name in passing and simple test performed by Alan Turing, one
chose to investigate. By asking a of the experts in late 1950s where it was to
progression of qualifying inquiries, find out if the person is communicating with
7147 Journal of Positive School Psychology

is human or computer without knowing. RESEARCH QUESTIONS

This test has the great feature of making the
system perfect in the sense that it becomes RQ-1: What is the impact of the chatbots on
impossible to differentiate between the the pre- and post-consumer behaviour?
human and machines. In the real World, RQ-2: How do chatbots facilitate purchase
chatbot system is still at an early stage of RQ-3: How do chatbots provide better
achieving that efficiency where it could be customer service?
possible to chat about any topic has been
predicted n 1950s. This trend of chatbot 2. Literature Review
having capability to understand any topic In this study it was chosen to do a thematic
can lead to conversation flow until the literature review where main topics and
ultimate target is achieved. Experts and issues have been picked out from scanning
researchers have given efforts and over past literature covering the topic of
concerned to achieve efficiency by adopting chatbots in digital marketing. The purpose
numerous behaviour trends. For this project, of using a thematic approach to the literature
the consideration of chatbot system is the review is that it allows for a clear and simple
communication via text between the human overview of what the previous research have
and the computer program to process the covered in relation to the issue which this
enquiries and gives the logical output study aims to explore. The themes were
identified by seeing the main ideas written
about in previous journals and from there
categorizing it into areas of interested which
would best capture and describe what had
been previously researched.
Bagozzi 1974 in his study concluded that the
e-shopping behavior of online buyer is
complicated process. The consumer makes
buying decision as per family needs and
their budget limits. Accordingly, they are
likely to minimize transaction costs and
maximize compatibility with needs. Further,
it was found that e-shopping is influenced by
social norms and competitive offers.
Donthu et.al 1999 conducted the study on,
“Internet based online-Shoppers”, which
reveals that the online consumer as more as
are older; are variety seeker, prefer
convenience innovative products, behaves
impulsive, less conscious about brand and
price of goods and their behavior is
Bakhytzhan Omarov 7148

influenced by direct marketing and analyse habits of online shopping consumers

advertising for domestic needs. with respect to India and identify the key
Jahng et.al 2000 e-commerce has changed factors that influence their shopping patterns
the perceptions of online buyers, because of this study was conducted on a sample of 100
its flexibility and variety of offers at the different backgrounds such as
click. Altogether 57 dimensions of online businesspeople, working professionals,
goods and services have been examined in e- students etc. the study had used you choose
commerce environment, which found such as percentage analysis, chi square
different one to other on different e- testing and ranking method to analyse the
commerce websites. data that is obtained from the survey. By
Girish Punj 2012 studied “Consumer analysing the data that is obtained from the
Decision Making on the Web: A Theoretical survey researcher concluded that access to
Analysis and Research Guidelines”. Author market, availability of Internet, low prices,
studied that customers can possibly settle on 24/7 services, free delivery, cash on
better quality choices while shopping on the delivery. Were few of key aspects that had
web. Regardless, whether or not such influenced customers purchase habits.
potential is being recognized by most clients Manisha & Shukla 2016 made research on
is a questionable issue. Consequently, the “An Analysis of Consumer Behaviors in
inspiration driving this investigation is to respect of Online Electronic Purchase of
perceive how certain features of electronic Electronic Devices with respect to Bhopal
circumstances well influence the limits of and Jabalpur city”. the key objective of the
purchasers to make better decisions, and researcher was to clarify and gain insight
perceive information getting ready methods from the consumer Behavior in relation to
that would engage clients to make better the online purchase of electronic goods, in
quality decisions while shopping on the web. order know consumer expectations in online
A cross disciplinary theoretical assessment stores, find out influential features for users
reliant on forms drawn from monetary who go online purchasing and analyzing
angles (e.g., time costs), figuring (e.g., customer needs and requirements especially
proposition administrators), and cerebrum in Bhopal and Jabalpur in the city of Madhya
science (e.g., decision philosophies) is Pradesh. The sample size of the study was
directed to perceive factors that conceivably 40 be respondents from Bhopal and Jabalpur
sway decision quality in electronic city. Proposed findings the research work
conditions. The investigation is critical from stands as follows as customer-oriented,
a theoretical perspective since it breaks Time Saving, Product Quality, Product
down a huge piece of online purchaser Price, Easy Accessibility, Buy Anywhere
dynamic, to be explicit, the impact of the Anytime. these are some of the most
electronic condition on the limits of important factors that affect customers
purchasers attitude towards online product purchasing.
Kalpana Mathur, Arti Sharma 2014 has The small factors that influence customer
made study on habits of online consumers in attitudes towards Online electronics
India the key objective of the study was to purchases are a matter of technology
7149 Journal of Positive School Psychology

features, guaranteed quality, delivery fee the influence of AI on marketing strategies

and variety promotions and discounts. The and customer behaviour and concluded that
concept regarding the internet shopping is the impact of Artificial Intelligence will be
different in Bhopal and Jabalpur city. from very limited until unless the Artificial
the data analysis, the researcher concluded Intelligence replace the human managers.
that the online product market captures a
high percentage of people buy from it 3. Research Methodology
Meenakshi 2017 Discussed about “Artificial
Intelligence – Consumers and Industry 3.1 Objectives
Impact”. Author talks about the view of
buyers with respect to Artificial Intelligence • To study and understand the role of
reasoning and outlines its impact in retail, digital marketing on consumer
healthcare, crime investigation, and behavior in online food service
employment. sector.
• To study and understand the factors
Zafeer Shahid 2019 conducted qualitative influencing consumer behavior in
research in consultation with marketing digital marketing.
experts from various firms and analyzed the • To study if personal factors of
factors that contribute to the integration of respondents has impact on their
AI and marketing. His study revealed the preference towards chatbots.
benefits of integrating AI into marketing and
whereas technology compatibility has been
3.2 Research Philosophy
a major challenge.
The first and foremost step in research is
Gijs Overgoor 2019 explained how the
choosing the appropriate research
Cross - Industry Standard Process for Data
philosophy, the philosophy that is chosen
Mining (CRISP - DM (Data Mining))
for this study is interpretivism.
structure can be used to develop AI
Interpretivism highlights the difference
Solutions in Marketing Problems. He
among the people from physical phenomena
demonstrated this idea with an interesting
for which they create meanings
Automatic scoring images for Digital
Interpretivists explore these meanings.
Marketing.
Humans from diverse cultural backgrounds,
Ramya et.al 2019 in her research reviewed a
under dissimilar circumstances and at
range of factors that influence consumer
different time horizons create different
behaviour. Products and brands with an
social realities and make different meanings.
opportunity to create a strategy using AI and
Interpretivists believe that rich insights into
personalized marketing message by
people are lost when trying to create
recognizing and comprehending the factors
universal ‘laws’ generalized to everybody.
that. Have impact on their customers.
Interpretation yes mostly suitable for the
Thomas davenport et.al 2020 has developed
research in business and management in
a framework for understanding the impact of
some particular fields such as marketing. In
Artificial Intelligence especially focusing on
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order to create deeper understanding, create 4.1 Data Collection

meaning for interpretations interpretivism is
chosen. 4.1.1 Primary Data
The primary data are those, which was
3.3 Approach to Theory collected afresh for the first time, and thus
Development happens to be original character. With
There are namely 3 approaches for the reference to this study, data was collected
theory development inductive, deductive through questionnaire It is a fresh data,
and abductive approaches for the topics like which was collected from the customers
chat bots an artificial intelligence in having discussion and interaction and filling
marketing which has limited existing up of questionnaire.
literature the inductive approach will be
more appropriate and effective. Since the 4.1.2 Secondary Data
research during this study has been The secondary data is collected from various
articulated around customers, it is critical to articles, published research and review
develop an understanding of the way in papers, magazines, published statistics,
which customers interpreted their social documents from government agencies, case
world. The inductive approach enables us to studies. etc
develop an understanding of people.
Sample Design
3.4 Time Horizon The sample design that is used to articulate
There are two distinguished categories of this research is Judgmental sampling, all the
time horizons which are cross-sectional respondents have used the chatbots at least
studies that can be taken at a particular time once.
and longitudinal studies that are used for the
representation of events over a given period Sample Size
in order to study change and development, The sample size on which the survey
Due to the reason that this research has to be conducted on 100 people, the respondents
taken in a short time period, the method that are customers of online service industry and
is applicable to the study is the cross- had used chatbots at least once, All the
sectional. This study focuses on the impact respondents are residents of India.
of chatbots on consumer behavior in a
particular time and the aim of the research is Data Collection Instruments
to discover what is going on this research Questionnaire refers to a device for securing
area at a particular moment. answer to a formally arranged list of
question by using a term, which the
4. TECHNIQUES AND respondents fill in himself / herself. For the
PROCEDURES purpose of this study structured question is
used which contains 6 sections the first
section contains introductory questions
demographical questions followed by need
7151 Journal of Positive School Psychology

recognition, information search, evaluation early part of career.GP 2 has age group
of alternatives, purchase decision and post respondents 36-50 years mostly well settled
purchase behavior. earners. There will be variation in shopping
behaviour and preferences for online
Data Analysis Techniques shopping for the two age groups. GP 3
Percentage method, Chi-square analysis having age group of 50 consisting of well
settled people and near to their retirement
Hypothesis Formulated and above.
Null Hypothesis: The personal factors of the The data obtained will be very much useful
respondents have no significant effect on the in studying the consumer perception toward
preference towards chatbots. chatbots. The data has been presented in the
Alternate Hypothesis: The personal factors form of pie charts where in respondents
of the respondents have significant effect on answers are in the form of definitive manner,
the preference towards chatbots. where for the data having multiple choices,
the results are presented in the form of bar
5. Results And Analysis graphs. The results are presented as overall
respondents answers along with specific age
Demographics group choices.
The survey has been conducted using Online The general data concerning the survey has
Google forms from 100 respondents. The been shown in table 1. Out of 100
respondents have been classified mainly in respondents 53% are male and 47% are
to three age groups GP1, GP2 and GP3. GP1 female respondents. The respondents are
has age group of 16-35 years consisting of mixture if various categories in terms of age,
mostly students and earning people in their occupation and earnings per month, place of
residence and educational level.

TABLE 1.
SNO parameter Characteristics percentage
1 gender Male 53
Female 47
2 age 16-35 61 GP1
36-50 21 GP2
>50 18 GP3
3 Occupation Salaried / lob 32
Self-employed / business 9
Bakhytzhan Omarov 7152

Students 36
Unemployed 13
Pensioners and homemakers 10

4. Level of education High school / Diploma 11

Bachelor’s degree 19

Master’s degree 42

Doctorate 28

5. Income Level < 10,000 10

< 50,000 09

< 1,00,000 32

<1,50,000 37

>1,50,000 12

Place of Residence irrespective of their nationality. the

following figure shows the total number of
The figure 4.1 shows the place of residence, respondents with regard to their place of
we have mainly classified the place of residence and age as GP1, GP 2, GP3.
residence into 3 main categories such as
metropolitan, urban and rural places
7153 Journal of Positive School Psychology

FIGURE 4.1: of respondents are shopping online on

regular basis. Surprisingly GP2 are shopping
GP-1 age group of 16 to 35, GP-2 age group online more regularly than younger age
of 36-50, GP-3 age group of above 50 group GP1. Still there are almost 15% of
people shopping rarely shop online. Even
Frequency of Online Purchase the GP3 are shopping online regularly, this
indicates Online shopping has been
The frequency of online purchasing during successfully reaching all the people
the last one year is shown in figure 4.2. 47% irrespective of their age group

47
28

Figure 4.2: Familiarity of AI

age group of 16 to 35, GP-2 age group of 36-
50, GP-3 age group of above 50 As shown in the figure 4.3 most of the
respondents are aware of AI irrespective of
age group.
Graph 4.1
Bakhytzhan Omarov 7154

Not aware about AI

GRAPH 4.2 Benefits of chatbots

As shown in the figure 4.3, There are
The graph 4.2 shows the factors that numerous advantages and benefits customer
motivates customers to use chatbots, the experience while using chatbots, the major
most influential factor is the “resolving advantage that is experience the customers is
problem fastly” followed by 1-1 that their complaints are resolved quickly by
communication and engagement with brand. using chatbots rather than traditional
Whereas providing personalized customer care, followed by 24/7 service,
information and getting instant answers does Instant response, ease of use and good
not motivate customers to a great extent. experience.
irrespective of age group.

Graph 4.3
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Factors resisting customers from usage of chatbots

Graph 4.4

When respondents were asked what are the

factors that resist them from usage of
chatbots the major concern that was express
is “chatbots could not understand them”
followed by communication is not friendly,
would prefer to use a website description to
know more details, and finally few would Graph 4.5
like to communicate with the real time agent. As shown in the graph above irrespective of
the age group majority of the respondents
Respondents Willingness to Share are showing interest to purchase a product
Personal Data for Personalized when a chatbot sends a personalized
Experience messages and advertisements

Data is oil of 21st century, when respondents Problem solving

were asked about would they like to give
As shown in the graph below majority of the
their personal data for more personalized respondents feel excited if they could take
experience majority of the respondents from
help of the chatbots addressing their
GP1 group 63% are not willing to give their
problem
data , GP 2 respondents are in. neutral
phrase 49% respondents are willing to
provide their personal data and 51% are Graph 4.5
unwilling whereas surprisingly significant
percent 72% of the respondents from GP 3
group are willing to provide the data for
more personalized shopping experience

Need – Recognition
Bakhytzhan Omarov 7156

Purchase desire group respondents equally agreed and

disagreed
Frequent Purchase
The graph depicts 64% of the respondents
are showing interest to purchase the
products more frequently if they could find
the product that satisfies their needs and
wants easily. whereas 9% of the respondents
do not get influenced by this, and 22% of the
respondents. The respondents from GP-3 &
Graph 4.6 GP-2 group are more influenced by the ease
As shown graph above, Majority of the of finding product compared to GP-1 group
respondents get triggered if they receive a Evaluation of Alternatives
personalized message from chatbot with When respondents were asked about their
regard to their interests, but still a significant willingness to compare and purchase the
number of respondents do not get triggered product when a chatbot equip them with the
with a chatbot notification. range of products similar to the product that
is desired to purchase and provide with the
6. Information Search potential differences between them , for this
statement we can see a difference between
Faster Implications the opinions of all the three age group
When respondents were asked that does classification , Majority of the respondents
chatbots help them in faster implications of from GP-1 group agreed with the statement
purchases majority of the respondents 57% 51%, where as 46% of the respondents from
agree that chatbots help them in faster GP-2 group Disagreed with the statement
implications of purchases, followed by 29 % and 64% of the respondents from GP-3
of the respondents are neutral and 14% of the group agreed with the statement .
respondents disagree with the statement Purchase Decision of Respondents
Towards Food Sector
Finding a Product
When respondents were asked about does Attraction to firm with new age
chatbots help them in finding the products technologies and features
tailored for them, 64 % of the respondents About 64% of people are attracted towards
agreed with the statement where as 14% of firms that has adopted to new age
the respondents disagreed followed by 22% technologies such as chatbots where as 21%
of the respondents have neutral opinion on of respondents stayed on a neutral stand and
the statement, majority of the respondents 15% of the respondents are not at all
from GP-1 group agreed with the statement attracted with these new age technologies.
and GP2 group stayed neutral whereas GP-3 The respondents of GP1 and GP-2 group are
7157 Journal of Positive School Psychology

mostly attracted with these new technologies

compared to GP-3 group

Graph 4.7 Graph 4.8

New Technologies Changing the Hypothesis Testing

Dynamics of Online Shopping
As shown in the graph below Majority 95% Chi-square analysis –personal factors and
of the respondents from GP-1 group strongly preference of chatbots
believe that inclusion of these new age Null Hypothesis: The personal factors of the
technologies like chatbots could change the respondents have no significant effect on the
shape of online shopping where as 87% of preference towards chatbots
the respondents from GP-2 group are in Alternate Hypothesis: The personal factors
favor of the statement and 75% of the of the respondents have significant effect on
respondents from GP-3 believe that the preference towards chatbots
technology could change the dynamics of
online shopping

Personal factor Chi square p-value Significant value

Gender 7.04 0.042 0.05

Marital status 1.0 0.041 0.05
Income level 7.67 0.049 0.05
Educational 1.59 0.004 0.05
status
Place of 1.46 0.003 0.05
residence
Occupational 8.22 0.049 0.05
status

Note: S-Significant (P-Value 0.05) From the respondents i.e., Age, Marital status, Income
above table it is found that the null level, educational level, Place of residence
hypothesis is rejected and Alternate and occupational status have significant
hypothesis is accepted in all cases. Thus, we impact on the preference towards chatbots.
can conclude that the personal factors of the
Bakhytzhan Omarov 7158

6. Findings and Conclusion This research contributes to the

understanding of AI strategies in
• The results revealed that communication marketing, scientific
chatbots are an effective knowledge about the impact of chatbots at
marketing tool which can affect all stages in the buyer decision-making
consumer behavior in all the process and the importance of
stages of the decision-making personalization, customer knowledge and
process engagement in chatbot communication. This
• Chatbots influence specifically, study provides evidence of the use of
in pre-purchase consumer chatbots in at all stages of decision-making
behavior process. Till date, the literature does not
• Chatbots influence discussions contain any studies that assess the impact of
• Chatbots can engage consumers chatbots on consumer behavior at all stages
by sending them personalized of the consumer decision process. The
ads and notifications, helping analysis presented in this study contributes
them to navigate their purchases to the ending of this gap.
more quickly and easily using
more relevant recommendations Suggestions
• Chatbots provide online food Currently, the chatbot implementation with a
industry customers with persona which recognizes user’s personality
information about different is not widely adopted in the new era of
products and their potential marketing communications even if there are
differences. some proposed models in the literature, the
• In addition, in the procurement current study reveals that majority of the
phase, this study revealed that customers are aware of artificial intelligence
customization, engagement, and and perceives that chatbots are noteworthy
customer experience are key tool in enhancing their shopping experience.
factors that can influence The following figure shows the proposed 8
consumer decision. step model for successful implementation of
• In the after-sales phase, chatbots in food service industry.
negotiations that provide order
updates have a positive impact
on consumers.
In view of the above findings a framework
that can be used by advertisers is proposed

Theoretical Implications
The theoretical contribution of this study to
the literature on the adoption of chatbots in
marketing communications is important.
7159 Journal of Positive School Psychology

to engage with their stakeholders through

Consumer
two-way communication rather than one-
way communication that previously used by
practitioners Chatbots can be found among
the latest modern customer communication
tools
Implemen This study therefore aimed to examine how
chatbots influence the decision-making
process at the various stages. In order to
achieve more credible results, a quantitative
Engamen
analysis has been used. The quantitative
analysis was conducted via questionnaires
which have been administered to 100
respondents. Regarding the main findings,
the survey revealed that chatbots have
impact on the consumer’s purchasing
Usage of this 8-step model will ensure the decision-making process in every stage.
successful implementation of chatbots in More precisely, in the pre-purchase phase,
digital marketing communication personalized advertisements and relevant
recommendations help the faster implication
Conclusion of purchase and create a desire to purchase.
Over the years, the emergence of new types In the purchase stage, customers are more
of digital technologies and tools allows for a willing to buy a product if the company
wider range of possibilities for the offers a personalized experience, real
communication between companies and engagement and customer experience. With
consumers. The adoption of AI strategies in Regards to the post purchase behaviour,
the marketing sector is improving and consumers are more willing to repeat their
bringing new opportunities to businesses. purchases from a firm which sends them
Literature review have revealed that the order updates. Considering the impact of
marketing sector is affected by this chatbots in each stage, an 8-step success
technology and retailers are using digital framework regarding the adoption of
platforms to promote and distribute their chatbots in digital marketing
products to their customers. Significant communications is suggested.
growth in online-based purchases has
revolutionized consumer decision-making
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