Perception and Adoption of Customer Service Chatbots among Millennials: An Empirical Validation in the Indian Context

Himanshu Joshi

2021

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 hypothesized 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.

Paper Citation

in Harvard Style

Joshi H. (2021). Perception and Adoption of Customer Service Chatbots among Millennials: An Empirical Validation in the Indian Context. In Proceedings of the 17th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-758-536-4, pages 197-208. DOI: 10.5220/0010718400003058

in Bibtex Style

@conference{webist21,
author={Himanshu Joshi},
title={Perception and Adoption of Customer Service Chatbots among Millennials: An Empirical Validation in the Indian Context},
booktitle={Proceedings of the 17th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2021},
pages={197-208},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010718400003058},
isbn={978-989-758-536-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 17th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - Perception and Adoption of Customer Service Chatbots among Millennials: An Empirical Validation in the Indian Context
SN - 978-989-758-536-4
AU - Joshi H.
PY - 2021
SP - 197
EP - 208
DO - 10.5220/0010718400003058