{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T04:01:17Z","timestamp":1773028877248,"version":"3.50.1"},"reference-count":52,"publisher":"Wiley","issue":"5","license":[{"start":{"date-parts":[[2026,2,19]],"date-time":"2026-02-19T00:00:00Z","timestamp":1771459200000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"},{"start":{"date-parts":[[2026,2,19]],"date-time":"2026-02-19T00:00:00Z","timestamp":1771459200000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Concurrency and Computation"],"published-print":{"date-parts":[[2026,3]]},"abstract":"<jats:title>ABSTRACT<\/jats:title>\n                  <jats:p>AI\u2010powered chatbots are becoming central to customer experience strategies in digital marketing. This study examines the impact of various types of user gratifications: utilitarian, hedonic, technological, and social\u2014on user engagement with chatbot services. Additionally, it examines how perceived privacy risks impact engagement and how engagement, in turn, influences customer satisfaction and retention. A survey was conducted among 179 Vietnamese participants with prior experience using chatbots. The data were analyzed using SmartPLS 4 with Partial Least Squares Structural Equation Modeling (PLS\u2010SEM). The results indicate that utilitarian and technological gratifications significantly enhance engagement, while hedonic and social gratifications show weaker effects. Privacy risk negatively impacts engagement. Furthermore, engagement is positively linked to customer satisfaction but does not directly predict retention. These findings offer practical implications for improving chatbot implementation and contribute to theory by integrating the Uses and Gratifications (U&amp;G) and Perceived Risk (TPR) frameworks into AI\u2010driven marketing research.<\/jats:p>","DOI":"10.1002\/cpe.70630","type":"journal-article","created":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T01:08:41Z","timestamp":1771549721000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Enhancing Customer Experience Through\n                    <scp>AI<\/scp>\n                    \u2010Powered Marketing: How\n                    <scp>AI<\/scp>\n                    \u2010Driven Chatbots Impact User Engagement, Satisfaction and Purchase Retention?"],"prefix":"10.1002","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6129-1556","authenticated-orcid":false,"given":"Ly","family":"Nguyen","sequence":"first","affiliation":[{"name":"International School, Vietnam National University  Ha Noi Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7842-0564","authenticated-orcid":false,"given":"Cuong","family":"Nguyen","sequence":"additional","affiliation":[{"name":"Faculty of Commerce and Tourism Industrial University of Ho Chi Minh City  Ho Chi Minh City Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Quynh","family":"Do","sequence":"additional","affiliation":[{"name":"International School, Vietnam National University  Ha Noi Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kien","family":"Dam","sequence":"additional","affiliation":[{"name":"International School, Vietnam National University  Ha Noi Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2026,2,19]]},"reference":[{"key":"e_1_2_12_2_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11747\u2010019\u201000696\u20100"},{"key":"e_1_2_12_3_1","unstructured":"Statista \u201cChatbot market size worldwide from 2016 to 2027 \u201d2023 https:\/\/www.statista.com\/statistics\/973815\/worldwide\u2010chatbot\u2010market\u2010size\/."},{"key":"e_1_2_12_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2018.10.004"},{"key":"e_1_2_12_5_1","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/11781.001.0001"},{"key":"e_1_2_12_6_1","unstructured":"DataReportal \u201cDigital 2023: Vietnam \u201d2023 https:\/\/datareportal.com\/reports\/digital\u20102023\u2010vietnam."},{"key":"e_1_2_12_7_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-70284-1_30"},{"key":"e_1_2_12_8_1","doi-asserted-by":"publisher","DOI":"10.1080\/08838151.2013.845827"},{"key":"e_1_2_12_9_1","doi-asserted-by":"publisher","DOI":"10.1093\/iwc\/iwz022"},{"key":"e_1_2_12_10_1","doi-asserted-by":"publisher","DOI":"10.1145\/3290605.3300768"},{"key":"e_1_2_12_11_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12525\u2010021\u201000474\u20102"},{"key":"e_1_2_12_12_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12525\u2010021\u201000467\u20101"},{"key":"e_1_2_12_13_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.2019.1192"},{"key":"e_1_2_12_14_1","doi-asserted-by":"publisher","DOI":"10.1086\/268109"},{"key":"e_1_2_12_15_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2018.03.051"},{"key":"e_1_2_12_16_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-030-98689-6_31"},{"key":"e_1_2_12_17_1","doi-asserted-by":"publisher","DOI":"10.1177\/0093650214565925"},{"key":"e_1_2_12_18_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.11.014"},{"key":"e_1_2_12_19_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.03.003"},{"key":"e_1_2_12_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2014.11.006"},{"key":"e_1_2_12_21_1","first-page":"179","volume-title":"Services Marketing: People, Technology, Strategy","author":"Wirtz J.","year":"2018"},{"key":"e_1_2_12_22_1","unstructured":"U.Gnewuch S.Morana M. T. P.Adam andA.Maedche \u201cFaster is not always better: Understanding the effect of dynamic response delays in human\u2013chatbot interaction. Proceedings of the 26th European Conference on Information Systems (ECIS) \u201d2018."},{"key":"e_1_2_12_23_1","first-page":"73","volume-title":"Digital Media, Youth, and Credibility","author":"Sundar S. S.","year":"2008"},{"key":"e_1_2_12_24_1","doi-asserted-by":"publisher","DOI":"10.1111\/0022\u20104537.00153"},{"key":"e_1_2_12_25_1","first-page":"389","volume-title":"Dynamic Marketing for a Changing World","author":"Bauer R. A.","year":"1960"},{"key":"e_1_2_12_26_1","doi-asserted-by":"publisher","DOI":"10.1016\/S1071\u20105819(03)00111\u20103"},{"key":"e_1_2_12_27_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2017.09.003"},{"key":"e_1_2_12_28_1","doi-asserted-by":"publisher","DOI":"10.1089\/cyber.2017.0518"},{"key":"e_1_2_12_29_1","doi-asserted-by":"publisher","DOI":"10.2307\/25148715"},{"key":"e_1_2_12_30_1","doi-asserted-by":"publisher","DOI":"10.1177\/1094670511411703"},{"key":"e_1_2_12_31_1","author":"Gnewuch U.","journal-title":"Proceedings of the International Conference on Information Systems"},{"key":"e_1_2_12_32_1","doi-asserted-by":"publisher","DOI":"10.2753\/MTP1069-6679170105"},{"key":"e_1_2_12_33_1","doi-asserted-by":"publisher","DOI":"10.1177\/1094670510375599"},{"key":"e_1_2_12_34_1","doi-asserted-by":"publisher","DOI":"10.1177\/00222429990634s105"},{"key":"e_1_2_12_35_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224299606000203"},{"key":"e_1_2_12_36_1","unstructured":"J. F.Hair W. C.Black B. J.Babin andR. E.Anderson \u201cMultivariate Data Analysis \u201d2010."},{"key":"e_1_2_12_37_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2015.02.026"},{"key":"e_1_2_12_38_1","doi-asserted-by":"publisher","DOI":"10.2307\/25148660"},{"key":"e_1_2_12_39_1","doi-asserted-by":"publisher","DOI":"10.1631\/FITEE.1700826"},{"key":"e_1_2_12_40_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2019.104042"},{"key":"e_1_2_12_41_1","doi-asserted-by":"publisher","DOI":"10.1080\/10864415.2020.1719689"},{"key":"e_1_2_12_42_1","doi-asserted-by":"publisher","DOI":"10.1177\/1094670510361511"},{"key":"e_1_2_12_43_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1040.0032"},{"key":"e_1_2_12_44_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbi.2021.103876"},{"key":"e_1_2_12_45_1","doi-asserted-by":"publisher","DOI":"10.1080\/10447318.2020.1865001"},{"key":"e_1_2_12_46_1","author":"Kvale S.","journal-title":"Proceedings of the Nordic Human\u2013Computer Interaction Conference"},{"key":"e_1_2_12_47_1","doi-asserted-by":"publisher","DOI":"10.26438\/ijcse\/v5i5.158161"},{"key":"e_1_2_12_48_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103140"},{"issue":"7","key":"e_1_2_12_49_1","first-page":"715","article-title":"Enhancing Customer Relationship Through Chatbot Technology","volume":"48","author":"Ta H.","year":"2020","journal-title":"Journal of Retail and Distribution Management"},{"key":"e_1_2_12_50_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12525\u2010020\u201000414\u20107"},{"key":"e_1_2_12_51_1","doi-asserted-by":"publisher","DOI":"10.2307\/3151312"},{"key":"e_1_2_12_52_1","volume-title":"Multivariate data analysis","author":"Hair J. F.","year":"2021"},{"key":"e_1_2_12_53_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224379102800302"}],"container-title":["Concurrency and Computation: Practice and Experience"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/cpe.70630","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/full-xml\/10.1002\/cpe.70630","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/cpe.70630","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T03:03:17Z","timestamp":1773025397000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1002\/cpe.70630"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,19]]},"references-count":52,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2026,3]]}},"alternative-id":["10.1002\/cpe.70630"],"URL":"https:\/\/doi.org\/10.1002\/cpe.70630","archive":["Portico"],"relation":{},"ISSN":["1532-0626","1532-0634"],"issn-type":[{"value":"1532-0626","type":"print"},{"value":"1532-0634","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,2,19]]},"assertion":[{"value":"2025-11-05","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-02-10","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-02-19","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}],"article-number":"e70630"}}