Author:
Himanshu Joshi
Affiliation:
International Management Institute, New Delhi, India
Keyword(s):
Chatbots, UTAUT, Trust, Security, Adoption, Satisfaction, Millennials, India.
Abstract:
The last decade is witness to several successful automation efforts like customers service chatbots. Besides reducing costs for companies, chatbots saves time, effort, and enhances customer experience. Millennials being aspirational, educated and technology savvy find chatbots suited to the way they seek information. While there are several studies on technology adoption, work on chatbot adoption among millennials is scanty. The purpose of this study is to examine the factors which influence user intention, adoption and satisfaction related to chatbots. Hence, the objective is to develop a conceptual model through the extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) in the context of chatbot adoption. A mixed method approach was employed characterized by qualitative data collection through five personal interviews followed by a quantitative web-based survey. The data was collected from 60 users of chatbot applications. The proposed model depicting 13 hypoth
esized relationships was estimated using the partial least squares- structural equation modelling (PLS-SEM) approach. The results show that performance expectancy and social influence significantly influence behavioural intention. Trust and facilitating conditions were found to impact satisfaction significantly. With respect to adoption, facilitating conditions, satisfaction and behavioural intention were found to have a positive but insignificant impact.
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