Unlocking Chat Engine Adoption: A Push-Pull-Mooring Framework (Mukhopadhyay, 2024)

Think about the last time you searched for something online. Maybe it was directions, a recipe, or an obscure fact you wanted to verify. Now, imagine that instead of typing your query into a search engine, you simply asked a chat engine—one that understood your needs and responded like a conversation. This isn't a futuristic dream; it's already happening. But what drives someone to leave the familiar territory of search engines and embrace the unknown world of chat engines? In today's episode, we're diving into a conference paper, 'Unlocking Chat Engine Adoption: A Push-Pull-Mooring Framework,' presented at International Conference of Marketing (ICM 2023) hosted by University of Gothenburg and IIM Bodhgaya. This work explores what makes consumers switch from search engines to chat engines, analyzing everything from information asymmetry to the habits that keep us tethered to search engines. This study gives us insight into how and why consumers make the leap, identifying factors like ease of use, social interaction, and even the explainability of GPT-based models. But here's the real question: as we edge closer to a world of conversational search, will you be ready to make the switch? Or will your habits keep you moored to the way things have always been? Reference Mukhopadhyay, Mayukh, Unlocking Chat Engine Adoption: A Push-Pull-Mooring Framework (April 14, 2023). Paper ID 1602, International Conference of Marketing on Consumer Experience in Digital Era, 2023. Organized by IIM Bodhgaya and University of Gothenburg., Available at SSRN: https://ssrn.com/abstract=4447817 or http://dx.doi.org/10.2139/ssrn.4447817