| Abstract [eng] |
This study examines the factors influencing the intention to continue using AI-based chatbots in Lithuania and China. It focuses on factors influencing consumer adoption and how these factors differ in China and Lithuania. The Technology Acceptance Model (TAM) and service quality dimensions were combined for the study. Based on the results of the questionnaire, an empirical analysis was performed, and a total of 253 reasonable answers were collected in China and Lithuania. The study found that perceived usefulness and perceived enjoyment have the greatest influence on the intention to continue using AI-based chatbots. Competence, credibility, tangibility, and anthropomorphism are also important in predicting behavioral intentions. Competence significantly influences perceived usefulness and enjoyment, while anthropomorphism influences perceived ease of use and enjoyment. Perceived ease of use is significant in Lithuania, but not in China. These findings suggest that companies offering AI-based chatbots should focus on development and promotion in the areas of utility and entertainment, and adapt their strategies to different cultural contexts. |
