Unlocking Chat Engine Adoption : A Push-Pull-Mooring Framework

Purpose – The objective of this paper is to develop a framework which assists in discovering the drivers of transition from a search engine to a chat engine by the consumer for initial information search. Design/methodology/approach – The methodology has three parts. First, we provide a literature review on how information asymmetry plays a role in driving the switching intention of a consumer to actual behavior. Then we review how Push-Pull-Mooring paradigm has been used in marketing research. Finally, we extend the theory of bounded rationality using Push-Pull-Mooring paradigm to conceptualize a consumer switching framework towards chat engines. Findings – The inclination to switch from search to chat engines is favorably correlated with clandestine concerns, relative ease of use, ease of access and exit, social interaction, and Explainability associated with underlying Generative Pre-trained Transformer (GPT) model. The framework also postulates that habitual tendencies will be a key mooring factor to determine consumer migration to chat engines and is inversely associated with switching intentions. Finally, actual behavior is positively correlated with the intention to switch from search engines to conversation engines, where information asymmetry places a moderating role. Practical implications - The ramifications of consumers switching from native search engines to chatbots for information discovery are varied. Different algorithms and data structures are required for chat engines compared to search engines, which could affect how content is indexed and retrieved. To remain competitive in the market, businesses will have to adapt to these changes and make strategic decisions. Social implications - The usage of chat engines may result in interactions with technology that are more natural and intuitive. The transition to chat engines may alter how businesses and organizations supply consumers with information. Lastly, the transition to chat engines may influence the design and development of search and chat engines