TITLE:
Factors Affecting Consumers Adoption of AI-Based Chatbots: The Role of Anthropomorphism
AUTHORS:
Hassan Alboqami
KEYWORDS:
Chatbots Adoption, Technological Anxiety, Perceived Intelligence, Perceived Ease of Use, Anthropomorphism, Saudi Arabia
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.13 No.4,
April
20,
2023
ABSTRACT: Previous studies paid more attention to factors
affecting consumers intentions and behaviors to adopt IT in the retail industry; however, little attention
has been paid to factors affecting consumer intentions to adopt chatbots in the
retails industry. This study utilizes technology acceptance models to explore these
factors. Quantitative approach method using online survey was adopted to
collect data from consumers in Saudi Arabia retail industry. We collected data
from 903 consumers and analyzed it using structural equation modeling
technique. The findings indicated that perceived intelligence, perceived ease
of use, and perceived usefulness have a significant positive influence on
consumers intentions to adopt chatbots. It also indicated that technological
anxiety has a negative influence on intentions. Our study indicated that
anthropomorphism plays a moderating role on these relationships. Our study
offers meaningful implications for retailers and marketer to develop their
marketing plan and strategy.