AI in E-Commerce: Application of the Use and Gratification Model to The Acceptance of Chatbots

被引：23
|
作者：
Marjerison, Rob Kim [1 ]
Zhang, Youran [2 ]
Zheng, Hanyi [2 ]
机构：
[1] Wenzhou Kean Univ, Coll Business & Publ Management, Global Business, Wenzhou 325015, Peoples R China
[2] Wenzhou Kean Univ, Coll Business & Publ Management, Accounting, Wenzhou 325015, Peoples R China
来源：
SUSTAINABILITY | 2022年 / 14卷 / 21期
关键词：
artificial intelligence in e-commerce; internet marketing; e-commerce; data privacy and security; chatbots; use and gratification theory; consumer behavior in e-commerce; TECHNOLOGY; INTENTION; ADOPTION; CONVENIENCE; PREDICTORS;
D O I：
10.3390/su142114270
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
This study applies and builds on the Use and Gratification (U&G) theory to explore consumer acceptance of applied artificial intelligence (AI) in the form of Chatbots in online shopping in China. Data were gathered via an anonymous online survey from 540 respondents who self-identified as frequent online shoppers and are familiar with Chatbots. The results of the data analysis provide empirical evidence indicating that utilitarian factors such as the "authenticity of conversation" and "convenience", as well as hedonic factors such as "perceived enjoyment", result in users having a positive attitude towards Chatbots. However, privacy issues and the immaturity of technology have had a negative impact on acceptance. This paper provides both theoretical and practical insights into Chinese attitudes toward Chatbots and may be of interest to e-commerce researchers, practitioners, and U&G theorists.
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页数：16
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