Attitude and intention to use chatbots in e-commerce: the moderating role of personal innovativeness

Abstract

Internet-based retailers employ artificial intelligence (AI) chatbots to facilitate customer communication. This research endeavored to evaluate consumers' intentions regarding the utilization of chatbots for customer service interactions, building upon the technology acceptance model (TAM). TAM-based chatbot adoption is the subject of an abundance of research. Conversely, the extent to which users' perception of the chatbot's response quality influences their intention to adopt remains uncertain. In addition to investigating the potential influence of chatbot response accuracy and completeness on users' intention to adopt the system, this study explored the relationship between users' personal innovativeness and adoption intention. A total of 312 usable responses were analyzed with PLS-SEM from survey data collected via convenience sampling from e-commerce customers. Perceived usefulness, convenience of use, accuracy, and completeness all influenced attitudes toward chatbots, as shown by hypothesis testing result. Attitude formation toward chatbots is most strongly influenced by perceived completeness. Personal innovativeness has a negative influence, which contradicts the hypothesis despite the fact that its moderating effect is statistically significant. Further comprehension of the key determinants of attitude towards chatbots is enhanced by these findings. It is advisable for organizations to empower the chatbot with the capability to conduct thorough and precise responses to inquiries.