Master-Servant-Partner interaction styles with artificial intelligence chatbots and perceived value co-creation

Purpose – This study aims to examine the ways in which consumer interactions with artificial intelligence (AI) chatbots, categorized as masters, servants and partners, influence the perceptions of value co-creation through the quality of interaction. In addition, the study explores the moderating role played by consumer AI expectations in the context of online shopping. Design/methodology/approach – Grounded in the value co-creation literature and the assemblage theoretical framework, the proposed conceptual model was tested using data collected from 472 respondents. Partial least squares structural equation modelling and bootstrapping techniques were employed to evaluate the hypothesized relationships. Findings – The results indicate that each of the three interaction styles (master, servant and partner) positively affect value co-creation through interaction quality (IQ), although their influences manifest in different ways. Notably, consumer expectations of AI had a negative moderating effect on the relationship within the partner interaction style. Practical implications – Findings show partner-style interactions strongly drive value co-creation via IQ. Companies should design personalized, friendly, engaging chatbots, avoid overpromising capabilities and educate consumers on effective use to enhance the online shopping experience. Originality/value – This study addresses overlooked consumer-AI chatbot interactions in value co-creation research by extending assemblage theory application to the AI-enabled services marketing literature.