The Effect of Perceived Support from Using Instance Message Intelligence on Customer Outcomes in E-commerce

Instance message intelligence, which is deemed as a part of intelligent service system, could provide e-shoppers with help in the service delivery by automatically answering e-customer questions. As such, more interests are aroused in developing more effective and efficient instance message intelligence management practices. To investigate the effect of using instance message intelligence on customer outcomes, this research empirically tests the effect of perceived support for customers from using instance message intelligence on customer outcomes (i.e., word-of-mouth, behavioural intention and customer satisfaction) in e-commerce. The findings of this article are valuable for researchers and e-retailers to learn the factors that influence e-shoppers' attitudes and behaviours toward using instance message intelligence.