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When chatbots speak local: cultural understanding as a driver of value co-creation
- Truvace record
- TRV-2026-2647raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Survey
- Sources
- 1 sourcePeer-reviewed
- sha256
- 44bce30e0a7c…check it
Purpose This study investigates how chatbot cultural understanding shapes consumer responses in online retail, focusing on perceived brand localness, consumer–brand identification and value co-creation behaviors. Guided by social identity theory, the study also examines the moderating role of consumer ethnocentrism. Design/methodology/approach This study employs a sequential mixed-methods design. Study 1 involves 15 semi-structured interviews that explore consumer perceptions of culturally intelligent chatbots.…
The gain
In a field study of 303 online consumers of a cross-border e-retailer, chatbot cultural understanding raised perceived brand localness, which led to stronger brand identification and more value co-creation behaviours.
What this doesn’t fix
The evidence is drawn from a single cross-border e-retailer operating in one collectivist emerging market, and the findings are bounded to encounters in which international retailers actively localize chatbot communication.
Sources
1 on file- International Marketing Reviewdoi:10.1108/imr-10-2025-0500
Cite this record
v1Truvace Impact Record TRV-2026-2647, v1: “When chatbots speak local: cultural understanding as a driver of value co-creation.” Truvace, 2026-11-12. /record/TRV-2026-2647 (accessed on the day you copy it). sha256 44bce30e0a7c13e5…
Change history
1 versionEvery change made to this record since it was first published, and why. Nothing has changed since it went up.
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