| Abstract [eng] |
Chatbots hold potential for business growth by automating customer communication, reducing costs, and ensuring reliability in information processing. Managers can easily monitor chatbot performance, while customers benefit from their availability, speed in responses, and engaging interactions. This study examines the influence of anthropomorphism, perceived social presence, and personal innovativeness on perceived usefulness, ease of use, and enjoyment in the context of chatbots. It also explores how these mediating factors affect attitudes toward chatbots and, consequently, intention to use chatbot users, addressing the complex interplay between these variables in shaping user interactions with and perceptions of chatbot technology. Studying factors influencing chatbots' perceived performance and user attitudes toward them is crucial for the optimal deployment of chatbots. One of the factors used in this study is anthropomorphism, which is associating human attributes with non-human entities like chatbots. The results of this study indicated that perceived anthropomorphism positively impacts perceived usefulness, perceived ease of use, and perceived enjoyment. Perceived social presence ‎is the other factor studied in this research and results indicate that it influences perceived eaease of use ‎and enjoyment. Another factor influencing users' attitudes toward chatbot usage is users' innovativeness. The study's findings suggested that this factor impacts perceived enjoyment, ease of use, and usefulness. Moreover, it has been discovered that perceived ease of use positively affects perceived enjoyment and effectiveness. Recognizing the impact that perceived enjoyment, perceived ease-of-use, and perceived usefulness have on users’ attitudes toward chatbots is crucial. The research findings indicate that perceived enjoyment does not significantly influence users’ attitudes toward chatbots. On the other hand, both perceived ease of use and usefulness positively affect users’ attitudes toward chatbots. Finally, the research results illustrate that users’ attitudes toward chatbots positively impact their intentions to use them. |
