Earticle

초록

영어

This study aims to assess the impact of chatbot usability and demographics on continuous intention to use across different sectors. The research employed Braun’s Bot Usability Scale (BUS11) to measure chatbot usability, focusing on accessibility, quality, conversation quality, privacy risk, and response time. A total of 187 participants completed a survey as part of this study. Variance-based SEM was utilized to examine relationships and test hypotheses. This study contributes to the ongoing discourse on chatbot adoption and user behaviour. It enhances the understanding of chatbot usability, highlighting the role of age in continued intention to use chatbots. The findings suggest that different age groups may possess specific preferences and expectations regarding chatbot usability. These differing preferences can influence their intention to continue using this technology. The study reveals that chatbot usability significantly impacts continuous intention to use and that age moderates the relationship between perceived conversation quality, information, privacy, security, and continuous intention to use. Based on the study’s results, it is recommended that chatbot designers enhance usability to promote long-term adoption and usage.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Hypothesis
Ⅲ. Chatbot Usability
3.1. Accessibility
3.2. Quality
3.3. Conversation and Information
3.4. Risk
3.5. Timely Response
3.6. Moderator
Ⅳ. Research Method
Ⅴ. Results and Findings
Ⅵ. Discussion and Conclusion
Ⅶ. Theoretical Implications
Ⅷ. Managerial Implication:
Ⅸ. Limitations and Future Directions

저자

• Manigandan L. [ Ph.D. Candidate, VIT Business School, Vellore Institute of Technology, Vellore, India ]
• Sivakumar Alur [ Professor, VIT Business School, Vellore Institute of Technology, Vellore, India ] Corresponding Author

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