The Impact of AI chatbots usability and digital literacy on online retail store preference and online purchase intention.

Abstract

The rapid integration of artificial intelligence (AI) chatbots into e-commerce platforms has transformed digital retail, yet their influence on consumer behaviour in emerging markets remains poorly understood. This study investigated the impact of AI chatbot usability and digital literacy on online retail store preference and online purchase intention among consumers in Harare, Zimbabwe. Grounded in the Technology Acceptance Model (TAM) and Resource-Based View (RBV) theory, the study adopted a quantitative, descriptive survey design. Data were collected via structured questionnaire from 300 online retail consumers, and analysed using SPSS and structural equation modelling (SEM) through AMOS. The findings revealed that AI chatbot usability did not significantly influence online retail store preference, suggesting that consumers prioritise factors such as product quality, trust, price, and service reliability over chatbot functionality alone. Similarly, digital literacy showed no significant direct relationship with online retail store preference. However, demographic factors including education level, income, and prior technology experience were found to significantly shape consumers’ digital literacy. Importantly, online retail store preference had a significant positive effect on online purchase intention, underscoring the role of store-level attributes such as website design, information quality, and security in driving purchasing behaviour. These findings contribute empirical evidence from a sub-Saharan African emerging market context to the growing body of literature on AI adoption in retail. The study recommends that online retailers prioritise trust-building, product information quality, and platform usability, while policymakers invest in digital literacy programmes to strengthen consumer participation in the digital economy. Future research should explore the mediating role of trust and examine chatbot personalisation and emotional intelligence as drivers of purchase intention.