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Based on a sample of Spanish consumers, this study provides a better understanding of how to build trust online and how this can strengthen the relationship with the consumer and lead to a purchase. At the same time, it alerts professionals to the need to design chatbots that are useful and respond efficiently and quickly in their customer service. The results of our study aim to help brands in designing chatbots to provide e-services that consolidate customer relationships and foster sales.<\/jats:p>","DOI":"10.1007\/978-3-031-70488-8_10","type":"book-chapter","created":{"date-parts":[[2024,11,8]],"date-time":"2024-11-08T07:18:13Z","timestamp":1731050293000},"page":"151-171","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Use of Online Shop Chatbots: How Trust in Seller Moderates Brand Preference and Purchase Intention"],"prefix":"10.1007","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7458-5553","authenticated-orcid":false,"given":"Mar\u00eda","family":"Illescas-Manzano","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3822-4336","authenticated-orcid":false,"given":"Sergio","family":"Mart\u00ednez-Puertas","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4643-8716","authenticated-orcid":false,"given":"Paulo Ribeiro","family":"Cardoso","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6740-2133","authenticated-orcid":false,"given":"Cristina","family":"Segovia-L\u00f3pez","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2024,11,9]]},"reference":[{"key":"10_CR1","doi-asserted-by":"publisher","first-page":"16","DOI":"10.1016\/j.jretconser.2014.09.003","volume":"22","author":"S Agrebi","year":"2015","unstructured":"Agrebi, S., & Jallais, J. 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