Exploring the factors motivating customer’ intention to use Chatbots, the role of Chatbots intelligence and athropomorphism: The perspective from Ho Chi Minh city in Vietnam

Abstract

This study aimed to identify factors influencing customers' intention to use chatbots in the e-commerce industry in Vietnam. Our research model suggest was developed based on the Elaboration Likelihood Model Theory (ELM) and combined with the characteristic of chatbots (perceived intelligence, anthropomorphism). A total of 305 valid respondents, who had experience with online purchases and showed interest in using chatbots to gather information about products or services, participated in the study. PLS – SEM was conducted, The findings revealed that both the central route (information accuracy, information relevance) and peripheral route (source credibility) positively influenced customer-perceived trust and information-perceived usefulness toward AI chatbots. Additionally, anthropomorphism demonstrated a positive impact on customer-perceived trust toward chatbots. Perceived trust, information-perceived usefulness, and perceived intelligence were identified as key factors fostering customers' intention to use chatbots. Our research develops a customer behavioral (intention to use) toward chatbots, while prior studies have not examined the innate features of chatbots (intelligence, anthropomorphism) for their usage in online purchase. Finally, our group also suggest several managerial implications to attract customer engagement with chatbots in Vietnam.