Examining factors influencing attitude and adoption of chatbots among consumers

Chatbot implementation for assisting customers as a virtual agent can be seen as a tool for helping an organisation serve better customer service. Malaysia is among the countries forging ahead with the Fourth Industrial Revolution. One of the core technologies mentioned is adopting artificial intell...

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Main Author:	Azli, Nur Nadia Azleen
Format:	Thesis
Language:	eng eng
Published:	2023
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/10791/1/permission%20to%20use-%20embargo%202%20months%20141023.pdf https://etd.uum.edu.my/10791/2/s830498_01.pdf
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id	my-uum-etd.10791
record_format	uketd_dc
spelling	my-uum-etd.107912023-12-10T01:48:01Z Examining factors influencing attitude and adoption of chatbots among consumers 2023 Azli, Nur Nadia Azleen Tunku Abaidah, Tunku Nur Atikhah School of Business Management School Of Business Management HF5001-6182 Business Chatbot implementation for assisting customers as a virtual agent can be seen as a tool for helping an organisation serve better customer service. Malaysia is among the countries forging ahead with the Fourth Industrial Revolution. One of the core technologies mentioned is adopting artificial intelligence tools such as chatbots. In the last few years, there has been a growing interest in AI-based chatbot adoption in various business transactions. However, in the context of Malaysia, research on chatbot adoption is still new and is a less explored and examined topic in the information systems domain. Furthermore, most of the studies were not guided by information systems (IS) theories. Therefore, this study aims to identify factors that influence chatbot adoption by adapting the Technology Acceptance Model (TAM) as the IS theory reference. An online survey method was applied using the purposive sampling technique. Within a month, data were collected from 135 postgraduate students of Universiti Utara Malaysia, however only 121 questionnaires were useable for subsequent analysis since there were 14 respondents who were not chatbot users. Correlational and regressional analyses were used to validate the research model and assess the presented research hypotheses. This research reveals that chatbot adoption is influenced by attitudes towards chatbots. Meanwhile, attitudes towards chatbots are influenced by their perceived usefulness and ease of use. This study offers theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research work are offered. 2023 Thesis https://etd.uum.edu.my/10791/ https://etd.uum.edu.my/10791/1/permission%20to%20use-%20embargo%202%20months%20141023.pdf text eng staffonly https://etd.uum.edu.my/10791/2/s830498_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Tunku Abaidah, Tunku Nur Atikhah
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Azli, Nur Nadia Azleen Examining factors influencing attitude and adoption of chatbots among consumers
description	Chatbot implementation for assisting customers as a virtual agent can be seen as a tool for helping an organisation serve better customer service. Malaysia is among the countries forging ahead with the Fourth Industrial Revolution. One of the core technologies mentioned is adopting artificial intelligence tools such as chatbots. In the last few years, there has been a growing interest in AI-based chatbot adoption in various business transactions. However, in the context of Malaysia, research on chatbot adoption is still new and is a less explored and examined topic in the information systems domain. Furthermore, most of the studies were not guided by information systems (IS) theories. Therefore, this study aims to identify factors that influence chatbot adoption by adapting the Technology Acceptance Model (TAM) as the IS theory reference. An online survey method was applied using the purposive sampling technique. Within a month, data were collected from 135 postgraduate students of Universiti Utara Malaysia, however only 121 questionnaires were useable for subsequent analysis since there were 14 respondents who were not chatbot users. Correlational and regressional analyses were used to validate the research model and assess the presented research hypotheses. This research reveals that chatbot adoption is influenced by attitudes towards chatbots. Meanwhile, attitudes towards chatbots are influenced by their perceived usefulness and ease of use. This study offers theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research work are offered.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Azli, Nur Nadia Azleen
author_facet	Azli, Nur Nadia Azleen
author_sort	Azli, Nur Nadia Azleen
title	Examining factors influencing attitude and adoption of chatbots among consumers
title_short	Examining factors influencing attitude and adoption of chatbots among consumers
title_full	Examining factors influencing attitude and adoption of chatbots among consumers
title_fullStr	Examining factors influencing attitude and adoption of chatbots among consumers
title_full_unstemmed	Examining factors influencing attitude and adoption of chatbots among consumers
title_sort	examining factors influencing attitude and adoption of chatbots among consumers
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2023
url	https://etd.uum.edu.my/10791/1/permission%20to%20use-%20embargo%202%20months%20141023.pdf https://etd.uum.edu.my/10791/2/s830498_01.pdf
_version_	1794023751842529280

Examining factors influencing attitude and adoption of chatbots among consumers

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