TY - GEN
T1 - Understanding users’ acceptance of chatbots
T2 - 5th International Workshop on Chatbot Research and Design, CONVERSATIONS 2021
AU - Cicco, Roberta De
AU - Iacobucci, Serena
AU - Aquino, Antonio
AU - Alparone, Francesca Romana
AU - Palumbo, Riccardo
N1 - Publisher Copyright:
© 2022, Springer Nature Switzerland AG.
PY - 2022/4/1
Y1 - 2022/4/1
N2 - Chatbots represent a viable interaction layer between online retailers and customers, however, when it comes to online purchases in the form of conversational commerce, customers’ resistance could turn out to be a big challenge for marketers. This study provides a deeper understanding of how consumers perceive chatbots and their intention to use them for online purchases. Based on an extended Technology Acceptance Model, the study examines whether and how the original TAM’s exogenous constructs combined with trust, compatibility, and perceived enjoyment predict a positive attitude and, consequently, a higher intention to use chatbots for online shopping. A total of 208 respondents participated in an online survey and Structural Equation Modeling (SEM-PLS) was applied to test the hypotheses. Moreover, a qualitative textual analysis of participants’ answers was performed to dig deeper into users’ motives for developing positive, neutral/ambivalent, or negative attitudes toward the chatbot. In doing so, the study provides useful information to online businesses in electronic retail activities, as the results highlight the importance of designing chatbots that fit both consumer’s cognitive needs and affective desires.
AB - Chatbots represent a viable interaction layer between online retailers and customers, however, when it comes to online purchases in the form of conversational commerce, customers’ resistance could turn out to be a big challenge for marketers. This study provides a deeper understanding of how consumers perceive chatbots and their intention to use them for online purchases. Based on an extended Technology Acceptance Model, the study examines whether and how the original TAM’s exogenous constructs combined with trust, compatibility, and perceived enjoyment predict a positive attitude and, consequently, a higher intention to use chatbots for online shopping. A total of 208 respondents participated in an online survey and Structural Equation Modeling (SEM-PLS) was applied to test the hypotheses. Moreover, a qualitative textual analysis of participants’ answers was performed to dig deeper into users’ motives for developing positive, neutral/ambivalent, or negative attitudes toward the chatbot. In doing so, the study provides useful information to online businesses in electronic retail activities, as the results highlight the importance of designing chatbots that fit both consumer’s cognitive needs and affective desires.
KW - Chatbots
KW - Compatibility
KW - Conversational commerce
KW - Perceived enjoyment
KW - TAM
KW - Textual analysis
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=85124663872&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-94890-0_1
DO - 10.1007/978-3-030-94890-0_1
M3 - Conference contribution
AN - SCOPUS:85124663872
SN - 9783030948894
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 3
EP - 22
BT - Chatbot Research and Design - 5th International Workshop, CONVERSATIONS 2021, Revised Selected Papers
A2 - Følstad, Asbjørn
A2 - Araujo, Theo
A2 - Papadopoulos, Symeon
A2 - Law, Effie L.-C.
A2 - Luger, Ewa
A2 - Goodwin, Morten
A2 - Brandtzaeg, Petter Bae
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 23 November 2021 through 24 November 2021
ER -