Earticle

초록

영어

The objective of this study is to provide a deeper understanding of the factors that lead to the development and adoption of AI-based chatbots. We analyze the structural relationship between the organizational (externalities), systematic (fit), and the consumer-related (psychological) factors and their role in the adoption of AI-based chatbots. Founded on the theories of task-technology fit and network externalities, we present a conceptual model overlooking common perception-based theories (e.g., Technology Acceptance Model). We collected 380 responses from Indian banking consumers to test the model using the PLS-SEM method. Interestingly, the findings present a positive impact of all factors on consumers’ intention to adopt AI-based chatbots. However, the interplays between these factors provide a mixed perspective for literature. Apart from employing a combination of factors that have been used to study technology adoption, our study explores the importance of externalities and their relationship with fit factors, a unique outlook often overlooked by prior research. Moreover, we offer a clear understanding of latent variables such as trust, and the intricacies of their interplays in a novel context. Thereby, the study offers implications for literature and practice, followed by future research directions.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Hypothesis Development
2.1. AI-based Banking Chatbots
2.2. Task-technology Fit Theory
2.3. Network Externalities Theory
2.4. Integrating the Task-technology Fit Theory and the Network Externalities Theory
2.5. Trust as a Moderator
Ⅲ. Research Method
3.1. Sampling and Data Collection
3.2. Data analysis
3.3. Measurement Model
3.4. Structural Model
Ⅳ. Discussion
Ⅴ. Theoretical Implications
Ⅵ. Practical Implications
Ⅶ. Limitations and Future Research

저자

• Eden Samuel Parthiban [ Research Fellow, Department of Management Studies, NIT Hamirpur, India ] Corresponding Author
• Mohd. Adil [ Associate Professor, NIT Hamirpur, India ]

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