Dr. Govind Soni, Sr. Faculty- RFM, FDDI- Chhindwara has achieved a significant academic milestone with the publication of a research paper titled “Determinants of Chatbot Continuance Intention in Airlines: Theory & Evidence” in the Journal of Research in Interactive Marketing (ISBN: 2040-7130). Published by Emerald Insight in January 2026, the journal is indexed in ABDC (Category B), Scopus (Q1), SSCI, and Web of Science (WoS), with an impressive CiteScore of 21.6, Impact Factor of 11.6, and H-index of 69 (DOI: https://doi.org/10.1108/JRIM-07-2025-0386).
The study was co-authored by Dr. Aashish Mehra, Prof. Justin Paul, Dr. Sneha Rajput, and Mr. Serhat Ata. It examines the continuance intentions (CI) of chatbot users in airlines and air travel booking companies by integrating the extended Technology Acceptance Model (TAM). Empirical analysis was conducted on data collected from 467 airline travelers, using AMOS for structural equation modeling.
The research investigates six trust-related constructs (TRU) influencing customer experience (CEXP), which in turn drives users’ continuance intention to use airline chatbots. Additionally, the relationship between customer experience and continuance intention is mediated by Need for Interaction (NFI) and Anthropomorphism (ANTH), offering nuanced insights into consumer–technology interactions.
