Modeling Nonusers’ Behavioral Intention towards Mobile Chatbot Adoption: An Extension of the UTAUT2 Model with Mobile Service Quality Determinants

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY Human Behavior and Emerging Technologies Pub Date : 2023-11-13 DOI:10.1155/2023/8859989
Gatzioufa Paraskevi, Vaggelis Saprikis, Giorgos Avlogiaris
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Abstract

Artificial intelligence agents (chatbots), which are programs to communicate with users primarily in customer service contexts, are an alternative interaction channel supporting businesses in the digital environment and vital components in customer service. The present empirical paper, which is aimed at identifying and discussing the factors motivating nonusers to adopt the specific technology in mobile contexts, proposes a comprehensive conceptual model, which combines the UTAUT 2 behavioral theory with variables of mobile service quality contexts, such as information quality, privacy concerns, interface, and equipment, as well as trust and mobility factors. Data analysis, based on the partial least squares structural equation modeling (PLS-SEM) statistical method, revealed that performance expectancy, facilitating factors, hedonic motivation, mobility, trust, and service quality positively affect nonusers’ behavioral intention to adopt chatbots. In addition, equipment, interface, and trust have a significant impact on users’ trust in the context of mobile chatbots. Personal data privacy issues also have a negative effect on trust, in contrast to effort expectancy, which positively affects performance expectancy. As mobile service quality factors have not been investigated before in the context of chatbots, the findings of the present research are expected to provide useful insights both to academia and the business industry.
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非用户对移动聊天机器人采用的行为意向建模:带有移动服务质量决定因素的UTAUT2模型的扩展
人工智能代理(聊天机器人)是主要在客户服务环境中与用户沟通的程序,是支持数字环境中企业的另一种交互渠道,也是客户服务的重要组成部分。本实证论文旨在识别和讨论促使非用户在移动环境中采用特定技术的因素,并提出了一个综合的概念模型,该模型将UTAUT 2行为理论与移动服务质量环境的变量(如信息质量、隐私问题、界面和设备)以及信任和移动性因素相结合。基于偏最小二乘结构方程模型(PLS-SEM)统计方法的数据分析表明,绩效期望、促进因素、享乐动机、移动性、信任和服务质量正向影响非用户使用聊天机器人的行为意愿。此外,在移动聊天机器人环境下,设备、界面和信任对用户信任有显著影响。与努力预期相反,个人数据隐私问题对信任也有负面影响,而努力预期对绩效预期有积极影响。由于移动服务质量因素之前没有在聊天机器人的背景下进行过调查,因此本研究的结果有望为学术界和商业行业提供有用的见解。
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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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