调查消费者在服装购物中采用人工智能聊天机器人的情况

IF 2.7 Q2 BUSINESS
Mon Thu Myin, Kittichai Watchravesringkan
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引用次数: 0

摘要

目的在 Davis(1989 年)的技术接受模型(TAM)和 Westaby(2005 年)的行为推理理论(BRT)的推动下,本研究旨在开发和测试一个概念模型,并考察消费者对用于服装购物的人工智能(AI)聊天机器人的接受程度。结果表明,"原因 "维度的乐观度和相对优势对感知易用性(PEU)有积极而显著的影响,而创新性和相对优势对感知有用性(PUF)有积极而显著的影响。不适感和不安全感对感知易用性(PEU)和感知有用性(PUF)没有显著影响。然而,复杂性对感知有用性(PEU)有显著的负面影响,但对感知有用性(PUF)没有显著影响。此外,PEU 对 PUF 有积极影响。PEU和PUF对消费者使用人工智能聊天机器人的态度都有积极而显著的影响,这反过来又影响了使用人工智能聊天机器人进行服装购物的意愿。总之,本研究认为,乐观、创新和相对优势是采用人工智能聊天机器人的有利因素和充分理由。本研究通过整合 TAM 和 BRT 建立了一个研究模型,以了解哪些 "支持原因 "和 "反对原因 "是促进因素或阻碍因素,从而通过 PEU 和 PUF 显著影响消费者在服装购物中使用人工智能聊天机器人的态度和意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Investigating consumers’ adoption of AI chatbots for apparel shopping

Purpose

Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.

Design/methodology/approach

Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.

Findings

The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.

Originality/value

This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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