Understanding AI Chatbot Utilization in Vietnam: An Extended Elaboration Likelihood Model Perspective
Keywords:
Artificial intelligence chatbots, Elaboration likelihood model, Perceived intelligence, Trust, VietnamAbstract
Artificial intelligence (AI) chatbots have become an innovative interaction channel between firms and customers in e-commerce. This article aims to explore the essential factors that trigger the intention to use AI chatbots among Vietnamese customers. A research model was demarcated based on the incorporation of user perceptions (i.e., trust and information usefulness) and salient AI chatbot characteristics (i.e., perceived intelligence) into the widely acknowledged elaboration likelihood model (ELM). Data was accumulated from 307 respondents who had experienced online purchases and were inclined to use AI chatbots to search for product-related information in online purchases. Structural equation modeling (SEM) was utilized to test proposed hypotheses and validate the research model. Our investigations demonstrated that the central route (i.e., information accuracy and information relevance), peripheral route (i.e., information credibility), and perceived intelligence are the primary motivators of customers’ trust and information usefulness toward AI chatbots. Moreover, trust, information usefulness, and perceived intelligence significantly drove usage intention toward AI chatbots. This work developed an insightful research model of usage behavior toward AI chatbots, whereas the interpretation of information-related factors and innate AI chatbot intelligence influencing customer usage in an emerging market had been inadequate. Lastly, the theoretical and practical implications of the model are suggested, which may tempt customers’ adoption behavior toward AI chatbots in Vietnam.
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