Article

Understanding Users’ Acceptance of Chatbots: An Extended TAM Approach

Authors:

Roberta De Cicco,

Serena Iacobucci,

Antonio Aquino,

Francesca Romana Alparone,

Riccardo PalumboAuthors Info & Claims

Chatbot Research and Design: 5th International Workshop, CONVERSATIONS 2021, Virtual Event, November 23–24, 2021, Revised Selected Papers

Pages 3 - 22

https://doi.org/10.1007/978-3-030-94890-0_1

Published: 23 November 2021 Publication History

Abstract

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.

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Cited By

Insuasti ECisneros BMorillo P(2024)A Software Architecture Design Based on Microservices for an E-wallet in EcuadorProceedings of the 2024 7th International Conference on Computers in Management and Business10.1145/3647782.3647811(185-192)Online publication date: 12-Jan-2024
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Abbo GCrovari PGarzotto F(2022)Enhancing Conversational Troubleshooting with Multi-modality: Design and ImplementationChatbot Research and Design10.1007/978-3-031-25581-6_7(103-117)Online publication date: 22-Nov-2022
https://dl.acm.org/doi/10.1007/978-3-031-25581-6_7
Silva SDe Cicco RLevi MHammerschmidt M(2022)Value Creation in Gamified Chatbot Interactions and Its Impact on Brand EngagementChatbot Research and Design10.1007/978-3-031-25581-6_4(50-65)Online publication date: 22-Nov-2022
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Information & Contributors

Information

Published In

cover image Guide Proceedings

Chatbot Research and Design: 5th International Workshop, CONVERSATIONS 2021, Virtual Event, November 23–24, 2021, Revised Selected Papers

Nov 2021

216 pages

ISBN:978-3-030-94889-4

DOI:10.1007/978-3-030-94890-0

Editors:
Asbjørn Følstad
SINTEF, Oslo, Norway
,
Theo Araujo
VU Amsterdam, Amsterdam, The Netherlands
,
Symeon Papadopoulos
CERTH-ITI, Thessaloniki, Greece
,
Effie L.-C. Law
Durham University, Durham, UK
,
Ewa Luger
University of Edinburgh, Edinburgh, UK
,
Morten Goodwin
Center for Artificial Intelligence Research, University of Agder, Kristiansand, Norway
,
Petter Bae Brandtzaeg
University of Oslo, Oslo, Norway

© Springer Nature Switzerland AG 2022.

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Springer-Verlag

Berlin, Heidelberg

Publication History

Published: 23 November 2021

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Cited By

Insuasti ECisneros BMorillo P(2024)A Software Architecture Design Based on Microservices for an E-wallet in EcuadorProceedings of the 2024 7th International Conference on Computers in Management and Business10.1145/3647782.3647811(185-192)Online publication date: 12-Jan-2024
https://dl.acm.org/doi/10.1145/3647782.3647811
Abbo GCrovari PGarzotto F(2022)Enhancing Conversational Troubleshooting with Multi-modality: Design and ImplementationChatbot Research and Design10.1007/978-3-031-25581-6_7(103-117)Online publication date: 22-Nov-2022
https://dl.acm.org/doi/10.1007/978-3-031-25581-6_7
Silva SDe Cicco RLevi MHammerschmidt M(2022)Value Creation in Gamified Chatbot Interactions and Its Impact on Brand EngagementChatbot Research and Design10.1007/978-3-031-25581-6_4(50-65)Online publication date: 22-Nov-2022
https://dl.acm.org/doi/10.1007/978-3-031-25581-6_4

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