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A rápida adoção da inteligência artificial (IA) nos contextos de serviço posicionou os chatbots como uma das tecnologias conversacionais mais proeminentes e amplamente utilizadas. As marcas globais recorrem cada vez mais aos chatbots não apenas para melhorar a eficiência operacional, mas também para fortalecer e aprofundar as relações entre consumidores e marcas. Embora a investigação anterior tenha incidido sobretudo sobre os benefícios utilitários dos chatbots, como eficiência, precisão e capacidade de resolução de tarefas, tem sido dada significativamente menos atenção ao seu potencial hedónico para gerar interações agradáveis, envolventes e emocionalmente ricas, capazes de intensificar o apego dos consumidores às marcas.
Este estudo desenvolve e testa um modelo conceptual que examina de que forma os atributos hedónicos e utilitários dos chatbots influenciam a satisfação do consumidor e a identificação com a marca e, subsequentemente, como estes efeitos moldam o amor à marca e a lealdade à marca. Com base nas teorias das relações consumidor–marca, do apego identitário à marca e da aceitação tecnológica, propõem-se oito hipóteses que descrevem vias funcionais e emocionais distintas através das quais as interações com chatbots afetam resultados relacionais centrais.
Os resultados contribuem para a literatura crescente sobre interações mediadas por IA ao clarificar os papeis diferenciais dos atributos hedónicos e utilitários na formação de respostas avaliativas e afetivas dos consumidores. Além disso, oferecem contributos teóricos sobre os mecanismos que sustentam a construção de relações mediadas por IA e fornecem orientações práticas para marcas que procuram desenvolver chatbots capazes de promover maior satisfação, identificação e lealdade por parte dos consumidores.
The rapid adoption of artificial intelligence (AI) in service settings has positioned chatbots as one of the most prominent and widely used conversational technologies. Global brands increasingly rely on chatbots not only to improve operational efficiency but also to cultivate stronger and more enduring consumer–brand relationships. Although prior research has largely focused on the utilitarian benefits of chatbots, such as efficiency, accuracy, and task completion, comparatively less attention has been paid to their hedonic potential in generating enjoyable, engaging, and emotionally rich interactions capable of deepening consumers’ attachment to brands. This study develops and tests a conceptual model that examines how hedonic and utilitarian chatbot attributes influence customer satisfaction and brand identification, and how these, in turn, shape brand love and brand loyalty. Drawing on theories of consumer–brand relationships, identity-based brand attachment, and technology acceptance, we propose eight hypotheses that outline the distinct functional and emotional pathways through which chatbot interactions affect key relational outcomes. The findings contribute to the growing literature on AI-enabled brand interactions by clarifying the differential roles of hedonic and utilitarian attributes in shaping both evaluative and affective consumer responses. The results offer theoretical insights into the mechanisms underlying AI-mediated relationship building and provide actionable guidance for brands seeking to design chatbots that foster stronger satisfaction, identification, and loyalty.
The rapid adoption of artificial intelligence (AI) in service settings has positioned chatbots as one of the most prominent and widely used conversational technologies. Global brands increasingly rely on chatbots not only to improve operational efficiency but also to cultivate stronger and more enduring consumer–brand relationships. Although prior research has largely focused on the utilitarian benefits of chatbots, such as efficiency, accuracy, and task completion, comparatively less attention has been paid to their hedonic potential in generating enjoyable, engaging, and emotionally rich interactions capable of deepening consumers’ attachment to brands. This study develops and tests a conceptual model that examines how hedonic and utilitarian chatbot attributes influence customer satisfaction and brand identification, and how these, in turn, shape brand love and brand loyalty. Drawing on theories of consumer–brand relationships, identity-based brand attachment, and technology acceptance, we propose eight hypotheses that outline the distinct functional and emotional pathways through which chatbot interactions affect key relational outcomes. The findings contribute to the growing literature on AI-enabled brand interactions by clarifying the differential roles of hedonic and utilitarian attributes in shaping both evaluative and affective consumer responses. The results offer theoretical insights into the mechanisms underlying AI-mediated relationship building and provide actionable guidance for brands seeking to design chatbots that foster stronger satisfaction, identification, and loyalty.
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Chatbots Atributos hedônicos Atributos utilitários Satisfação do cliente Identificação com a marca Amor à marca Lealdade à marca