Factors Influencing User's Reuse Intention of AI Chatbots

Abstract

The key objective of this study is to examine the factors influencing user’s reuse intention of AI chatbots, emphasizing both functional (ease of use, personalization, accuracy, relevance) and emotional (anthropomorphism, empathy, social presence) attributes. Based on a quantitative cross-sectional survey with 322 respondents from Islamabad and Rawalpindi, Pakistan, the study identified accuracy and relevance as the most important direct factors influencing user’s reuse intention. Although ease of use, personalization, anthropomorphism, empathy, and social presence did not directly affect reuse intention, they positively affected trust and user experience, which were found to mediate the user’s reuse intention of AI chatbots. The findings underscore the need to build AI chatbots that strike a reasoned balance between technical ability and emotional engagement to strengthen user satisfaction, trust and long-term interaction. This study yields actionable insights for developers and adds a new layer of academic literature by providing a dual perspective on functional and emotional attributes of user’s reuse intention of AI chatbots.