Effects of Attitude towards Use, Subjective Norm, and Perceived Behavioral Control on Intention to Use Chatbots Moderated by Perceived Usefulness and Perceived Ease of Use

Abstract

Chatbots can be considered intelligent virtual assistants that initiate chat conversations via text or voice massages. Today, these software programs help people with many tasks from connecting to and controlling home appliances to simplifying routine works. Chatbots are increasingly used in developed countries as special virtual assistants; however, these programs and related variables have not been properly explained in developing countries. This correlational survey aimed to examine variables affecting intention to use chatbots in shopping. The study population consisted of all online buyers in Baghdad, Iraq. Due to the infinity of the population, the Krejcie and Morgan table was used to select the sample (n = 384). The data were collected using the field (questionnaire) method. The researchers assessed and confirmed the face and construct validity and reliability of the data collection tool. Only a handful of studies have been carried out on chatbots and the behavior of customers interacting with these programs, and no researcher has so far investigated the moderating role of perceived usefulness and perceived ease of use of chatbots. Attitude towards use, subjective norm, and perceived behavioral control had significant positive effects on intention of online buyers to use chatbots. In addition, perceived usefulness and perceived ease of use of chatbots were found to moderate these relationships.