Attitudes of Croatian Consumers About Mobile Messenger Chatbots

IF 0.3 Q4 COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS Journal of Information and Organizational Sciences Pub Date : 2021-12-15 DOI:10.31341/jios.45.2.13

Damir Dobrinićč, I. Gregurec, Dunja Dobrinić

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引用次数: 4

Abstract

This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No negative correlation was found between internet privacy concern and consumer attitudes about mobile messenger chatbots. A positive correlation was found between attitude towards using mobile messenger chatbots and behavioral intention. In addition to the scientific contribution in better predicting chatbots' acceptance as a communication and promotional tool, the research results will also help marketing experts design advertising campaigns via mobile messenger chatbots.

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克罗地亚消费者对移动信使聊天机器人的态度

本文旨在调查克罗地亚消费者对移动信使聊天机器人（MMC）的态度及其使用倾向。所提出的概念模型基于技术接受模型（TAM）和创新扩散理论（IDT）。这项研究是通过社交网络Facebook上的匿名调查问卷进行的。实证研究结果表明，感知有用性、感知易用性、兼容性和对移动广告的态度与对移动信使聊天机器人的态度在统计学上显著相关。互联网隐私问题与消费者对移动信使聊天机器人的态度之间没有发现负相关。研究发现，使用手机信使聊天机器人的态度与行为意向呈正相关。除了在更好地预测聊天机器人作为沟通和促销工具的接受方面做出科学贡献外，研究结果还将帮助营销专家通过移动信使聊天机器人设计广告活动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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