Understanding the attitude and intention to use smartphone chatbots for shopping

Using the technology acceptance model and diffusion of innovations theory, this study evaluated the intention of consumers to use chatbots on smartphones for shopping. Chatbot is a relatively new technology and is expected to dominate mobile commerce and shopping applications in future. Hence, this study aimed to determine the association of perceived usefulness, perceived ease of use, perceived enjoyment, price consciousness, perceived risk, trust, and personal innovativeness with attitude and intention to use chatbots for shopping. Respondents were asked to fill a questionnaire after using a Facebook e-commerce chatbot that was specifically created for this study. In total, 350 responses were analyzed using partial least squares structural equation modeling. Results indicated that attitude toward chatbots was considerably influenced by the variables perceived usefulness, perceived ease of use, perceived enjoyment, price consciousness, perceived risk, and personal innovativeness. However, intention to use was directly influenced only by trust, personal innovativeness, and attitude. Mediation analysis indicated that full mediation occurs through the attitude variable for most direct relationships. Moderation analysis by using age, gender, and prior experience with mobile shopping applications indicated considerable differences between the groups in terms of the strength of certain relationships and the mean responses between the variables.