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  • Μικρογραφία εικόνας
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    Conversational marketing: modeling the determinants of users' intention to use chatbots
    (2022-02-04) Mylona, Athina; Μυλωνά, Αθηνά; Athens University of Economics and Business, Department of Marketing and Communication; Drosos, Dimitrios
    Gone are the days when a consumer’s only option for customer service was to talk directly with a service employee. Chatbots have been widely adopted to create more positive customer experiences as customers now spend more time in digital environments. Now, many customer interactions are handled by automated systems powered by artificial intelligence.Yet our understanding of how consumers perceive interactions with chatbots, and how these interactions may influence the work of marketers in different industries, remains limited. Using the technology acceptance model, this study evaluated the factors that explain why consumers are willing to interact with chatbots. Specifically, the aim of this study is to determine the association of perceived usefulness, perceived ease of use, perceived enjoyment, personal innovativeness, and anthropomorphism with intention to use chatbots, while also examining personal innovativeness as a moderator of the impact of perceived usefulness, ease of use, and enjoyment on intentions.This work proposes a model to explain chatbot usage intention. The model and its hypotheses are tested through quantitative research and data analysis in SPSS.The study reveals that the intentions behind using chatbots are directly influenced by those five factors. Perceived usefulness and enjoyment appeared as key components regarding the impact on chatbot usage intention. During further research on personal innovativeness as a factor that affects the impact of other factors, regression analysis revealed that personal innovativeness moderates the effect of perceived usefulness and ease of use on intention to use chatbots in a negative moderate way.