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A total of 160 valid samples were obtained, and the influence of variable-final purchase intention was analyzed. The results showed that the combination of product attributes and message direction has a significant impact on purchase intention and that hedonic products should be recommended to process-benefit consumers through positive messages. However, chatbots should choose utilitarian products and negative messages to effectively improve consumers\u2019 purchase intention and willingness. In practical application, by finding out the best correspondence method of message transmission and providing the AI chatbot with a reference for the logical construction of content transmission, the communication efficiency between merchants and consumers can be enhanced, and the scientific and technological service capability of merchants can be improved. <\/jats:p>","DOI":"10.1142\/s0218001421590540","type":"journal-article","created":{"date-parts":[[2021,10,18]],"date-time":"2021-10-18T20:37:07Z","timestamp":1634589427000},"source":"Crossref","is-referenced-by-count":1,"title":["The Influence of Message Direction on Attribute Benefit and Purchase Intention Applied to the Logical Design of an AI Chatbot"],"prefix":"10.1142","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9254-3931","authenticated-orcid":false,"given":"Cheng-Chung","family":"Chen","sequence":"first","affiliation":[{"name":"Department of Hospitality Management, Tunghai University, No. 1727, Sec. 4, Taiwan Boulevard, Xitun District, Taichung City, Taiwan (R.O.C.)"}]},{"given":"Ying","family":"Chen","sequence":"additional","affiliation":[{"name":"Department of Hospitality Management, Tunghai University, No. 1727, Sec. 4, Taiwan Boulevard, Xitun District, Taichung City, Taiwan (R.O.C.)"}]}],"member":"219","published-online":{"date-parts":[[2021,12,31]]},"reference":[{"key":"S0218001421590540BIB001","doi-asserted-by":"publisher","DOI":"10.1016\/j.giq.2018.10.001"},{"key":"S0218001421590540BIB002","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"S0218001421590540BIB003","doi-asserted-by":"publisher","DOI":"10.1086\/209376"},{"issue":"6","key":"S0218001421590540BIB004","first-page":"329","volume":"40","author":"Bagchi M.","year":"2020","journal-title":"J. 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