AI-Powered Chatbots in Sports E-Commerce: A Stimulus-Organism-Response Perspective on Consumer Behavior

Abstract

This research aimed to contribute to the literature by targeting consumers with real chatbot experiences in purchasing sports products and services, addressing the cognitive and emotional processes that influence consumer decisions within the Stimulus-Organism-Response (S-O-R) framework. The proposed model was grounded in the S-O-R theory and the Information Acceptance Model. It examines the impact of AI-generated information (e.g., quality, credibility, usefulness, and adoption) and utilitarian features (e.g., convenience, choice, information accessibility) on psychological ownership, ease of use, trust in AI, and purchase intention. Datas were collected from 552 consumers with chatbot experience. the findings showed that the perceived value of chatbot-generated information and utilitarian features significantly affect users’ psychological ownership and ease of use. These internal responses, in turn, significantly influence trust in AI and purchase intentions. Structural equation modelling validated the mediating roles of psychological ownership and ease of use. Additionally, perceived intelligence of AI moderated the strength of these relationships, with higher intelligence perceptions weakening emotional and intuitive connections. The study provides practical guidance for brands on how to design chatbot systems that enhance user control, foster emotional engagement, and increase purchase intentions. Customization, intuitive interfaces, and demographic-based strategies are recommended. This is one of the first studies to integrate S-O-R and Information Acceptance Models to explore AI-powered chatbot influence in sports e-commerce, revealing unique psychological mechanisms and moderation effects in consumer decision-making.

Keywords

• Chatbots
• S-O-R
• Artificial intelligence
• Consumer
• Purchase intention

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