Moderating Role of Users Ethical Perceptions in AI-Chatbot Service Quality and E-Brand Loyalty:

Mediating Insights from Trust, Experience, and Electronic Word of Mouth in Pakistan

Abstract

The objective will be test the impact of AI chatbot service quality impact on user-e brand loyalty. The
study will also test the impact of moderation and mediation. The data will be collected from 600
pakistan luxury fashion brand consumers using purposive sampling technique. The study will use
cross sectional research design and quantitative research approach. The data will be analyzed from
SPSS and Smart PLS employing Partial Least Square (PLS)-Structural Equation Modeling (SEM.). This
study will significantly advance theoretical understanding by exploring how ethical perceptions
moderate the impact of chatbot service quality on e-brand loyalty within Pakistan's luxury fashion
sector. It will provide a novel framework integrating data privacy and ethical concerns into AI-driven
customer interactions. Practically, the findings will offer luxury brands actionable insights for
leveraging AI-chatbots to enhance customer engagement and brand loyalty while addressing local
consumer expectations and ethical considerations.

Introduction

In today’s digital era, the proliferation of e-commerce and online platforms has revolutionized how
businesses interact with their luxury fashion brand consumers. The advent of artificial intelligence
(AI) and chatbot technology has played a pivotal role in enhancing customer engagement and
satisfaction for online luxury brands (Peltier et al., 2023). According to the (Mordor Intelligence
reports, 2023), the Chatbot market is predicted to be worth USD 7.01 billion in 2024 and USD 20.81
billion by 2029, with a CAGR of 24.32% over the forecast period (2024–2029). AI-chatbots have
become integral to customer service strategies, providing instantaneous responses, resolving
queries, and guiding customers through their online journey. With the growing prevalence of AI-
chatbots, it has become crucial for luxury brands to assess the impact of their service quality on
customer e-brand loyalty (Chen et al., 2022). Currently, in the worldwide scenerio chatbots offer
services in multiple sectors, such as sales function (41%), marketing (17%), and support (37%)
Misischia et al., 2022). These chatbots provide real-time assistance, streamline purchasing
processes, and offer personalized recommendations while operating 24/7. Significantly, it increased
revenues by an average of 67%, with chatbot engagements accounting for 26% of total sales
(Kaushal and Yadav, 2023).

The AI technology behind these chatbots allows them to learn from user interactions, providing
increasingly accurate and relevant responses over time (Kang and Choi, 2023). In particular, the
adoption of AI-chatbots has surged in the rapidly growing Chinese e-commerce market, where
companies seek to enhance customer experiences, improve service efficiency, and cultivate brand
loyalty in the highly competitive online landscape (Kayeser Fatima et al., 2024). With many online
platforms and products to choose from, customer loyalty has become a strategic imperative for
businesses seeking to secure a sustainable competitive advantage. Several researchers (Bilgihan,
2016; S. Zhang et al., 2022) have provided insights into Chinese consumers’ perceptions of fashion
brands. This study chose China as its research setting for various compelling reasons. Akbari et al.
(2022) discovered that Chinese luxury customers have stronger emotional attachments to brands,
potentially leading to higher levels of positive brand association.

According to (Ittefaq et al., 2024), more than 60% of consumers are unlikely to purchase from the
same brand again if they have an unpleasant experience, decreasing electronic word of mouth
(eWOM) and electronic trust. Luxury fashion brands mostly use chatbots for their online services to
customers to enhance quick access to the portal and stimulate them to build user trust due to
positive experiences. Trust is critical for any online luxury fashion brand due to the mismanagement
of consumers, who get annoyed and spread negative eWOM (Kilani and Rajaobelina, 2022).
Moreover, e-brand loyalty is a critical factor for businesses operating in the online landscape. It
reflects customers’ emotional connection and commitment to a brand, influencing their repeat
purchases, referrals, and overall lifetime value. The e-brand loyalty is closely associated with trust,
satisfaction, and positive experiences with a brand, all of which can be influenced by AI-chatbot
interactions (Kushwaha et al., 2021). When customers trust AI-chatbots to provide accurate
information, resolve issues, and safeguard their data, it positively impacts their overall perception of
the brand. Building and maintaining trust is vital for the long-term success of AI-chatbot
implementations. As AI-technology continues to reshape how we interact with businesses and make
purchasing decisions, e-loyalty has become a crucial metric for brands striving to succeed in the
digital marketplace (C. Y. Li et al., 2023).

Electronic word of mouth, or the digital equivalent of word-of-mouth marketing, has gained
immense significance in the age of social media and online communities (Yeo et al., 2022).
Customers sharing their favorable experiences with AI-chatbots and e-brands can significantly
influence potential customers’ perceptions, further impacting e-brand loyalty. AI-chatbots can
enhance the user experience by providing seamless navigation, personalized recommendations, and
efficient issue resolution. A positive user experience increases customer retention rates and
favorable eWOM (Kautish et al., 2023). Moreover, fewer studies have proven that chatbot service
quality positively impacts user’s e-brand loyalty (Ittefaq et al., 2024; S. Zhang et al., 2022). While,
using S-O-R theory, fewer studies have explored the chatbot service quality and user’s e-brand
loyalty (Belhadi et al., 2023; Donthu et al., 2021). In the current study, S-O-R is used as a foundation
theory to explore the external antecedent and consequences of the relationship between chatbot
service quality and user’s e-brand loyalty in the context of luxury fashion brands, and it also offers
valuable practical and theoretical suggestions for the study.

Initially, limited researches (Ittefaq et al., 2024; Rahman et al., 2023; Y. Zhu et al., 2023) have
investigated how chatbot service quality has affected the users’ e-brand loyalty (see Table 1), but the
current study has evaluated the chatbot service quality through the user’s trust, experience, and
eWOM perspective. Empirical researches (Chen, Lu, et al., 2023; Fan et al., 2023) into user
willingness to reuse the chatbots and their e-brand loyalty is relevant. No prior research is available
that tried to discuss the combined mediating effect of chatbot users’ experience, eWOM, and user
trust in the context of luxury fashion brand consumers. Furthermore, previous studies also have
limited focus of users ethical perceptions as moderating variable. Hence, this study contributes to
userethical perceptions, information technology, consumer behavior, digital marketing, and
technology management literature. It gives marketers and consumers new insights into how to use
chatbot technology for online services. Therefore, this study will be mainly focused on Pakistan on
the mechanisms through which AI-chatbots affect e-brand loyalty, offering valuable insights for
businesses looking to maximize the benefits of this technology in the Pakistan market.

Problem Statement

In Pakistan's burgeoning e-commerce sector, luxury fashion brands are increasingly adopting
artificial intelligence (AI) and chatbot technologies to enhance customer engagement and service
quality. However, there is a significant gap in understanding how these AI-driven tools impact e-
brand loyalty specifically within the Pakistani market. While global projections suggest substantial
growth in the chatbot market (Mordor Intelligence, 2023), the local context remains underexplored.
Pakistani luxury fashion brands lack critical insights into how AI-chatbots affect consumer trust, user
experience, and electronic word-of-mouth (eWOM), which are essential for fostering brand loyalty
(Chen et al., 2022; Kaushal & Yadav, 2023). This gap in localized research limits brands' ability to
effectively leverage AI-chatbots, potentially undermining their efforts to build strong customer
relationships and sustain a competitive advantage in the digital marketplace.

Moreover, the role of users' ethical perceptions as a moderating factor in chatbot service quality and
e-brand loyalty has not been thoroughly investigated in the current research landscape. With
increasing consumer awareness and concern about data privacy and ethical business practices in
Pakistan (Ittefaq et al., 2024), understanding how these ethical beliefs influence the effectiveness of
AI-chatbots is crucial. Existing studies lack a comprehensive examination of how ethical
considerations impact the perceived quality of AI-chatbots and, subsequently, e-brand loyalty
(Belhadi et al., 2023; Kang & Choi, 2023). This study aims to address these gaps by exploring the
effects of chatbot service quality on e-brand loyalty, with a specific focus on the moderating role of
ethical perceptions within the Pakistani luxury fashion sector.

Research Questions

The study will have the following research questions based on above problem statement gaps.

1. What is the impact of AI-chatbot service quality on chatbot trust?

2. What is the impact of AI-chatbot service quality on electronic word of mouth?
3. What is the impact of AI-chatbot service quality on chatbot users' experience?
4. What is the impact of Chatbot trust on user brand loyalty?
5. What is the impact of electronic word of mouth on user brand loyalty?
6. What is the impact of user’s experience on user brand loyalty?
7. What is the impact of AI-chatbot service quality on user brand loyalty through chatbot trust?
8. What is the impact of AI-chatbot service quality on user brand loyalty through electronic
word of mouth?
9. What is the impact of AI-chatbot service quality on user brand loyalty through user
experience?
10. What is the moderating effect of user ethical perception among chatbot trust, electronic
word of mouth, chatbot user’s experience, and user’s brand loyalty?

Research Objectives

The study will have the following research objectives based on above problem statement gaps.

1. To investigate the signficant impact of AI-chatbot service quality on chatbot trust.

2. To investigate the signficant of AI-chatbot service quality on electronic word of mouth.
3. To investigate the signficant of AI-chatbot service quality on chatbot users' experience.
4. To investigate the signficant of Chatbot trust on user brand loyalty.
5. To investigate the signficant impact of electronic word of mouth on user brand loyalty.
6. To investigate the signficant of user’s experience on user brand loyalty.
7. To investigate the signficant of AI-chatbot service quality on user brand loyalty through
chatbot trust.
8. To investigate the signficant of AI-chatbot service quality on user brand loyalty through
electronic word of mouth.
 9. To investigate the signficant of AI-chatbot service quality on user brand loyalty through user
experience.
10. To investigate the signficant moderating effect of the user ethical perception among
chatbot trust, electronic word of mouth, chatbot user’s experience, and user’s brand loyalty.

Significance of study

This study will make significant theoretical contributions by filling critical gaps in the literature on AI-
chatbots and e-brand loyalty, specifically within the context of Pakistan’s luxury fashion sector. By
examining the moderating role of ethical perceptions on the relationship between chatbot service
quality and e-brand loyalty, it will provide a novel framework that incorporates consumer concerns
about data privacy and ethical practices into the analysis of AI-driven customer interactions. This will
enhance our understanding of how these factors influence consumer behavior and loyalty in
emerging markets, offering new insights into the dynamics of AI technology adoption.

Practically, the findings of this study will be invaluable for luxury fashion brands operating in
Pakistan, as they will provide actionable insights into how to effectively leverage AI-chatbots to
improve customer engagement and foster brand loyalty. By addressing both service quality and
ethical considerations, brands will be able to design and implement AI strategies that align with local
consumer expectations, ultimately strengthening customer trust and satisfaction. This will help
brands differentiate themselves in a competitive digital marketplace and sustain a competitive
advantage by meeting the growing demand for ethical and high-quality customer service.

Literature review

Theoretical view

Stimulus-organism-response (S–O-R) theory

The S-O-R framework suggests that external stimuli lead to internal organismic responses, ultimately
resulting in observable behavioral responses. Using the S-O-R theory, we develop a conceptual
framework for assessing the impact of AI-chatbot service quality on customer e-brand loyalty
through chatbot user trust, experience, and eWOM (X. Cheng et al., 2022). AI-chatbot service quality
is the primary external stimulus (S). It encompasses various factors, such as the chatbot’s
responsiveness, accuracy, speed, and helpfulness. Chatbot users’ trust is considered an internal
organism (O), which is stated as an individual’s emotional and mental condition referred to as their
“organism.” It can be influenced by perceived reliability, competence, transparency, and privacy in
interactions with the chatbot (Fan et al., 2022). Chatbot user experience represents another internal
response influenced by ease of use, personalization, and emotional satisfaction derived from
chatbot interactions. The eWOM, or online word of mouth, is an intermediate internal response (R).
It is driven by users’ perceptions of chatbot service quality, trust, and their overall experience.
Customer e-brand loyalty is the ultimate behavioral response in our study, indicating the extent to
which customers are loyal to the brand online context due to their interactions with the AI-chatbot.
It includes repeat purchases, positive reviews, recommendations, and brand advocacy (Pham et al.,
2024).

Our study conceptual framework demonstrates how external stimuli (AI-chatbot service quality)
influence internal organismic responses (chatbot user trust, chatbot user experience, and eWOM),
which then impact the observable behavioral response (user e-brand loyalty). High AI-chatbot
service quality (S) leads to increased chatbot user trust (O) because users perceive the chatbot as
reliable, competent, and transparent (Rafiq et al., 2022). High AI-chatbot service quality (S) also
contributes to a positive chatbot user experience (O) as users find the chatbot interactions easy,
personalized, and emotionally satisfying. The positive chatbot user trust (O) and chatbot user
experience (O) further stimulate the generation of positive electronic word of mouth (O) among
users (Hernandez-Ortega and Ferreira, 2021). The positive electronic word of mouth (O) and the
positive chatbot user trust (O) and chatbot user experience (O) collectively enhance higher levels of
customer e-brand loyalty (R). Conversely, suppose the AI-chatbot service quality (S) is poor.

Additionally, the role of consumers' ethical perceptions as a moderating variable is crucial in this
framework. Ethical perceptions influence how users evaluate the AI-chatbot service quality, shaping
their trust, experience, and subsequent eWOM. Consumers' concerns about data privacy,
transparency, and ethical practices can either enhance or diminish the impact of AI-chatbot service
quality on their trust and satisfaction. For instance, high ethical standards in chatbot interactions
may amplify positive trust and user experience, leading to stronger e-brand loyalty, while ethical
lapses can exacerbate negative responses and reduce loyalty. By incorporating ethical perceptions
into our framework, we can more accurately assess how these beliefs moderate the effects of AI-
chatbot service quality on e-brand loyalty, thereby providing a more comprehensive understanding
of the dynamics at play. The above variables are predicted in following framework below that will be
research framework,

Figure.1: Proposed Research Framework

Empirical Review and Proposed Hypothesis Development

AI-chatbots are designed to simulate human conversation and provide information or assistance to
users. Their role in customer service includes answering inquiries, resolving issues, and providing
support around the clock (Y. Li et al., 2024). Service quality in the context of AI-chatbots
encompasses various dimensions, including response accuracy, response time, user-friendliness,
personalization, and overall effectiveness. Similarly, customer e-brand loyalty measures an
attachment and commitment to a specific brand or company of individuals. It goes beyond mere
satisfaction, reflecting a customer’s willingness to continue buying from a brand and advocating for
it (Yang et al., 2023). High-quality AI-chatbots enhance customer experiences by providing quick,
accurate, and personalized responses. This positively impacts customer satisfaction, which, in turn,
contributes to brand e-loyalty. Consistent and reliable AI-chatbot interactions build trust with
customers. Trust is a critical factor in e-brand loyalty, as customers are likely to remain loyal to
brands, they trust. Luxury fashion brands offer improved customer experiences, personalization, and
consistency. Luxury fashion brands can foster stronger connections with their customers, ultimately
leading to increased e-loyalty (Hsu and Lin, 2023). AI-chatbots can consistently deliver a high level of
service quality. They don’t get tired, frustrated, or make mistakes due to fatigue, which can be true
with human employees. This consistency ensures that customers receive the same level of service
every time they interact online with the brand, reinforcing their trust and loyalty (Ruan and Mezei,
2022). Like consumers everywhere, luxury fashion consumers in China appreciate efficiency and
convenience. AI-chatbots can provide quick responses and assist with tasks like order tracking, sizing
recommendations, and returns processing. AI-chatbots can collect and analyze customer data to
offer tailored product suggestions and content (M. Li and Wang, 2023). In the context of luxury
fashion, where individual tastes and preferences matter greatly, this personalization can create a
sense of exclusivity and make customers feel valued. This, in turn, can foster e-brand loyalty as
customers feel that the brand understands and caters to their unique needs. AI chatbots can gather
valuable customer data and conversation insights (J. Y. S. Chang et al., 2023). This data can be used
to refine marketing strategies, improve products, and identify emerging trends in the luxury fashion
industry. Understanding customer preferences and behaviors can lead to more targeted marketing
efforts that resonate with the audience, further strengthening e-brand loyalty (Niu and Mvondo,
2024).

Trust is crucial in any customer-business relationship. Trust refers to the confidence and reliance
customers place on the AI-chatbot to meet their needs and provide reliable information
(Maroufkhani et al., 2022). Brand loyalty represents a customer’s commitment and preference for a
particular brand. It’s the tendency to consistently choose one brand over others and even
recommend it to others. High AI-chatbot service quality can positively influence customer trust
because a chatbot that consistently provides accurate and helpful responses builds credibility (Chung
et al., 2020). Customer trust, in turn, contributes to e-brand loyalty because customers are more
likely to stick with a brand they trust, even if the interaction is with an AI system rather than a
human. Luxury brands must actively build and maintain customer trust in their AI-chatbots (Nguyen
et al., 2021). This can be achieved through transparency in AI usage, clear communication about the
capabilities and limitations of chatbots, and consistently delivering on promises. When customers
trust the chatbot and, by extension, the brand, they are more likely to remain loyal, make repeat
purchases, and become brand adadvocates. Trust serves as a bridge that connects the quality of AI-
chatbot services to customer loyalty. When customers trust the chatbot to provide accurate
information and assistance, they are more likely to engage with the brand’s chatbot, improving
customer-brand interactions and loyalty (M. Li and Wang, 2023).

The e-brand loyalty is the extent to which customers repeatedly choose a particular brand over
others. In the luxury fashion industry, brand loyalty is highly valued as it leads to repeat purchases
and advocacy (Chen et al., 2022). Luxury brands need to maintain and nurture this loyalty among
their customers. Chatbot trust implies that when customers perceive the AI-chatbot service as high
in quality, it enhances their trust in the brand, subsequently leading to increased e-brand loyalty
(Hsu and Lin, 2023). Consistency in AI-chatbot interactions, where the chatbot consistently provides
high-quality assistance, contributes to trust-building. Customers feel secure in relying on the chatbot
for their needs. Trust is also tied to customers’ perceptions of the privacy and security of their data
during interactions with the chatbot. Luxury fashion brands must ensure their AI-chatbots are secure
and handle customer data carefully to maintain trust (Lee and Li, 2023). Understanding the role of
trust in the Chinese luxury fashion market is crucial due to the unique cultural factors. In China, trust
and reputation are highly valued in business relationships. Luxury fashion brands that trust Chinese
consumers through AI-chatbot services will likely strengthen user e-loyalty (Chen, Lu, et al., 2023).
Considering these concepts, the following hypothesis is developed for this study:

Electronic word of mouth is the process by which users share their experiences and opinions about a
brand or product through online channels such as social media, review websites, and forums (Yeo et
al., 2022). When users have positive experiences with AI-chatbot interactions, they are likelier to
share their experiences through eWOM channels. This dissemination of positive information can
reach a wider audience, potentially influencing others to try the brand’s products or services
(Belhadi et al., 2023). High-quality AI-chatbot interactions build trust and credibility in the brand.
When customers read positive eWOM reviews from others, they are more likely to trust the brand
and perceive it as reliable, which can strengthen their loyalty. Positive eWOM reviews can provide
social validation to customers. When they see that others have had a good experience with the
brand’s chatbot, it reinforces their own positive perceptions and may encourage them to remain
loyal (Kautish et al., 2023). This eWOM can also stimulate continuous engagement between the
brand and its customers. Customers who are engaged with the brand through eWOM are more likely
to stay connected, participate in loyalty programs, and make repeat purchases (Donthu et al., 2021).
A past study (Akbari et al., 2022) highlighted eWOM as a channel for sharing opinions,
recommendations, and experiences about a brand or product online, often through social media,
review platforms, or other digital channels. Positive eWOM indicates that customers talk favorably
about the brand and its products. The eWOM is an intermediary variable that helps explain how or
why AI-chatbot service quality influences e-brand loyalty (Vermeer et al., 2019). They can provide
personalized recommendations, answer queries promptly, and create a sense of convenience. In the
context of luxury fashion brands, where customer service and personalization are crucial, a positive
AI-chatbot service experience can significantly impact customer satisfaction.

When customers share positive feedback about their experiences on social media or review
platforms, it can influence others to try this brand (Deryl et al., 2023). The Chinese market is unique
and dynamic, particularly in luxury fashion. Consumers in China place a high value on brand image,
status, and the luxury experience. Understanding this eWOM mediating relationship can inform
marketing strategies for luxury fashion brands in China (Hwang et al., 2021). They may need to invest
in AI-chatbot technologies and ensure that these services are of the highest quality. Furthermore,
they can actively encourage and engage with customers on digital platforms to stimulate positive
eWOM. Regular assessments and adjustments to the chatbot’s performance may be necessary to
maintain and improve customer satisfaction. This eWOM mediating relationship highlights the
evolving landscape of customer engagement in the digital age and the strategic significance of AI-
powered solutions in shaping brand perceptions and e-loyalty (Kudeshia & Kumar, 2017). The
studies are summarized in Table.1 below

Table.1: literature review Table

Sr. Author(s) & Starting Point Influencing Factors Methodology Model

No. Year
1. Mim et al. Using the S-O- R Brand user trust, Survey-393 S-O-R
(2022) model is better Brand attachment,
for analyzing Sustainable
 customer positioning.
responses to
electronic word-
of- mouth and
brand loyalty.
2. Rahman et Using the S-O- R Digital sensory Survey-1039 S-O-R
al. (2023) model is better cues, online
for analyzing the platform, and
customer online shopping
experiences of experience.
luxury fashion
brands.
3. Ittefaq et Using the S-O- R Brand betrayal, Survey-215 S-O-R
al. (2024) model to avoidance,
analyze better Reparation Brand,
corporate Inauthenticity,
wrongdoings Rumination,
and betrayals Corporate
among luxury wrongdoing.
fashion brand
consumers.
4. (Y. Zhu Using the S-O- R Travel chatbot, Survey-566 S-O-R
et al., model is better information
2023) for analyzing the quality, tourism
role of chatbots internet
in online travel marketing.
agencies.
5. Hashimoto Analyzing the
Consumer- Survey-385 S-O-R
and Karasawa consumer power related factors
(2018) via the S-O-R include behavioral
model and its response, i.e.,
responses. WOM and
willingness to buy.
. Zhang & Li Using the S-O-R AI chatbot features, Survey-478 S-O-R
(2023) model to explore interaction quality,
AI-driven customer
customer satisfaction.
engagement in e-
commerce.

7 Kumar et al. Applying the S-O- Chatbot Survey-652 S-O-R

(2023) R model to study responsiveness,
consumer personalization,
reactions to AI user trust.
chatbots in retail.
8 Al-Momani et Using the S-O-R Interaction quality, Survey-420 S-O-R
al. (2023) model to assess digital touchpoints,
 the impact of customer loyalty.
digital interaction
quality on brand
loyalty.
9 Patel & Singh Analyzing the AI chatbot features, Survey-558 S-O-R
(2024) effectiveness of user experience,
AI chatbots in brand perception.
enhancing
customer
experience using
the S-O-R model.
10 Sharma & Using the S-O-R Ethical AI use, Survey-523 S-O-R
Gupta (2024) model to evaluate transparency, user
the role of ethical trust, and
considerations in satisfaction.
AI chatbot
interactions.

Despite substantial research on AI-chatbots and their impact on customer e-brand loyalty in various
international contexts, there is a notable gap in the literature regarding their application within
Pakistan's burgeoning e-commerce sector. Existing studies predominantly focus on direct effects and
have explored the role of AI-chatbots in enhancing customer engagement and brand loyalty in
countries (See Table.1). However, these studies often overlook the specific nuances of the Pakistani
market, such as cultural factors and ethical considerations affecting customer perceptions of AI-
chatbots. Additionally, while previous research has examined direct effects of chatbot service quality
on customer loyalty, there is limited attention to the mediating role of electronic word of mouth
(eWOM), user experience, and trust, and the moderating impact of ethical perceptions within the
Pakistani context (See Table.1). This research gap will emphasizes the need for a focused
investigation into how AI-chatbots influence e-brand loyalty through these mediating and
moderating factors in Pakistan, offering insights that can help local luxury fashion brands leverage AI
technologies more effectively to build stronger customer relationships. Thus, based on previous
gaps, study will have following research hypothesis below,

H1: AI-chatbot service quality significantly impacts chatbot trust.

H2: AI-chatbot service quality significantly impacts electronic word of mouth (eWOM).

H3: AI-chatbot service quality significantly impacts chatbot users' experience.

H4: Chatbot trust significantly impacts user brand loyalty.

H5: Electronic word of mouth (eWOM) significantly impacts user brand loyalty.

H6: User’s experience significantly impacts user brand loyalty.

H7: AI-chatbot service quality significantly impacts user brand loyalty through chatbot trust.

H8: AI-chatbot service quality significantly impacts user brand loyalty through electronic word of
mouth (eWOM).
H9: AI-chatbot service quality significantly impacts user brand loyalty through user experience.

H10: The effect of AI-chatbot service quality on chatbot trust is significantly moderated by user
ethical perception.

H11: The effect of AI-chatbot service quality on electronic word of mouth (eWOM) is significantly
moderated by user ethical perception.

H12: The effect of AI-chatbot service quality on user experience is significantly moderated by user
ethical perception.

Proposed Research Methodology

1. Research Design

The proposed study will use a cross-sectional research design to explore the impact of AI-chatbot
service quality on e-brand loyalty among luxury fashion brand consumers in Pakistan. This design will
facilitate the collection of data at a single point in time, enabling an examination of the relationships
between AI-chatbot service quality and user brand loyalty through intermediaries such as chatbot
trust, electronic word of mouth (eWOM), and user experience.

2. Research Approach

An explanatory research approach will be utilized to investigate the causal relationships between AI-
chatbot service quality and e-brand loyalty. This approach aims to uncover how AI-chatbot service
quality influences chatbot trust, eWOM, and user experience, and how these factors, in turn, affect
e-brand loyalty. By focusing on explanatory analysis, the study will aim to clarify the significant
effects and interactions among the variables.

3. Data Collection Method

A quantitative survey method will be employed to gather data. A structured questionnaire will be
developed to measure the following constructs:

4. Sampling Technique

A purposive sampling technique will be employed to target a specific population of interest

consumers of luxury fashion brands in Pakistan who have interacted with AI-chatbots. This technique
is appropriate as it allows the study to focus on respondents who meet specific criteria relevant to
the research objectives. The sample will consist of approximately 600 respondents, ensuring that the
sample size is sufficient to provide statistically significant results.

5. Data Analysis

Quantitative data will be analyzed using statistical methods to test the proposed hypotheses.
Techniques such as Descriptive from SPSS, and inferential analysis for hypothesis testing from Partial
Least Square(PLS) structural equation modeling (SEM).

6. Instrumentation
A structured questionnaire will be designed with validated scales to measure each construct. The
questionnaire will include Likert-scale items to accurately capture respondents' perceptions and
experiences. Prior to full-scale distribution, the instrument will be pre-tested with a small sample to
ensure its clarity, reliability, and validity.

7. Ethical Considerations

Ethical considerations will be integral to the study. Informed consent will be obtained from all
participants, and their responses will be anonymized to protect their privacy. The study will adhere
to ethical guidelines and principles to ensure respectful and responsible treatment of participant

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