| Abstract [eng] |
96 pages (attachments excluded), 31 charts, 5 pictures, 100 references. The main goal of this master's thesis is to determine what factors of trust, innovativeness, and technology acceptance influence and how the intention to use chatbots in e-shops. The work consists of three main parts: theoretical analysis, research methodology and data analysis, and research results, conclusions and recommendations. Theoretical comparative analysis of the literature examines the evolution, types and functions of chatbots, the theoretical models that explain the interaction between humans and technology, and the factors that influence the intention to use technology. After reviewing the literature, the author conducted a study on trust, innovativeness, and technology acceptance factors that potentially influence the intention to use chatbots. The research model was formed based on the theoretical model of technology acceptance, with the addition of external factors of interest to the researcher. Data were collected using a survey method. A total of 111 responses of respondents eligible for analysis were collected. The study sought to determine how trust, innovativeness, and technology acceptance influence intention to use chatbots in e-shops. The obtained research results were compared with the results of similar studies performed by other authors and researchers. Data were statistically processed using the SPSS statistical data analysis program. The Cronbach's alpha coefficient was used to determine the internal consistency of the Likert scales; in all cases, it was more significant than 0.7, indicating that the scales used were consistent. Simple linear and multiple linear regressions were performed to investigate the impact of trust, innovativeness, technology acceptance, other external factors, and demographic characteristics of respondents. The Beta coefficient and Stepwise method were used to assess the significance of the effect, and mediation calculations were performed by Bootstrapping method to determine indirect impact. The study revealed that all the factors included in the study model, except the propensity to trust, influence the intention to use chatbots. Personal innovativeness affects the intention to use directly, trust factors as external factors affect the intention to use through perceived ease of use. However, the propensity to trust does not affect trust in technology. In other words, a person's ability to trust does not lead to trust in a particular technology. Among the technology acceptance factors, perceived usefulness has the most significant influence on the intention to use chatbots. In other words, one of the most important criteria for a consumer while shopping online and considering whether to use a chatbot or not is provided benefits, such as time-saving, opportunity to get questions answered fast or when the desired product or offer is quickly found. The influence of attitude towards intention to use was also confirmed, and the perceived usefulness most strongly affects the attitude itself. The conclusions and recommendations summarise the main insights from the literature analysis and the study results. According to the author, the study results can provide valuable insights for e-commerce businesses to decide by knowing what criteria are most important when implementing a chatbot and what aspects should be considered to encourage consumers to use this technology when shopping online in e-shops that already have chatbots implemented. |
