Based　on　the　stimulus　organism　theory　(S-O-R),　the　current　study　examines　how　the　chatbot　service　quality　influences　e-brand　loyalty　among　luxury　fashion　brand　users　and　their　adoption　of　it.　In　the　current　study,　stimuli　represent　the　chatbot　service　quality　and　chatbot　awareness,　prompting　positive　and　negative　emotional　responses　among　Chinese　users.　However,　these　responses　are　influenced　by　the　user＇s　experience　with　chatbot　usage,　and　trust　is　considered　the　organism　in　the　S-O-R　framework.　In　response　to　the　user＇s　ultimate　trust,　experience,　electronic　word　of　mouth　(eWOM)　and　e-brand　loyalty　are　enhanced.　Similarly,　our　study　framework　is　supported　by　the　S-O-R　theory.　Data　was　gathered　by　convenience　sampling　and　a　cross-sectional　research　approach　from　301　Chinese　consumers　of　luxury　fashion　brands.　The　proposed　relationships　were　tested　using　PLS-SEM　through　PLS-Smart　software.　The　findings　showed　that　AI-chatbot　service　quality　significantly　influences　customer　e-brand　loyalty.　Furthermore,　chatbot　user　trust,　experience,　and　electronic　word　of　mouth　significantly　mediate　the　relationship　between　AI-chatbot　service　quality　and　customer　e-brand　loyalty.　In　a　nutshell,　applying　S-O-R　theory,　our　proposed　model　results　provide　valuable　insights　into　the　dynamics　of　AI-chatbot-driven　interactions　among　Chinese　luxury　fashion　brand　consumers.　Further,　it　explains　the　pivotal　role　of　AI-chatbot　service　quality　in　fostering　customer　trust　and　e-brand　loyalty.　Moreover,　the　current　study　contributes　to　theoretical　and　practical　knowledge.　©　2024　Elsevier　Ltd