Factors Affecting Consumers Adoption of AI-Based Chatbots: The Role of Anthropomorphism

Abstract

Previous studies paid more attention to factors affecting consumers intentions and behaviors to adopt IT in the retail industry; however, little attention has been paid to factors affecting consumer intentions to adopt chatbots in the retails industry. This study utilizes technology acceptance models to explore these factors. Quantitative approach method using online survey was adopted to collect data from consumers in Saudi Arabia retail industry. We collected data from 903 consumers and analyzed it using structural equation modeling technique. The findings indicated that perceived intelligence, perceived ease of use, and perceived usefulness have a significant positive influence on consumers intentions to adopt chatbots. It also indicated that technological anxiety has a negative influence on intentions. Our study indicated that anthropomorphism plays a moderating role on these relationships. Our study offers meaningful implications for retailers and marketer to develop their marketing plan and strategy.