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Nguyen, Trang Thu. Drivers of attitude & intention to adopt artificial intelligence of Vietnamese in the case of chatbot. Master's Degree(Global Business Management). Thammasat University. Thammasat University Library. : Thammasat University, 2021.
Drivers of attitude & intention to adopt artificial intelligence of Vietnamese in the case of chatbot
Name: Nguyen, Trang Thu
keyword:
Artificial intelligence
;
Chatbot
;
Attitude
;
UTAUT
Abstract:
In the past decades, Artificial Intelligence has become an immense technology field which aims to program computer systems to handle tasks that require human intelligence. One of its popular application fields is Chatbots, a computer software commonly deployed on Ecommerce platforms to assist with shoppers inquiries and optimize operational cost. Therefore, it is important to have Chatbot to be adopted by users to achieve service excellence, operational objectives and advance Chatbot functionalities further with big data. This study aims to discover and examine driving factors to attitude and adopting intention of Chabot at online shopping platforms in Vietnam. The research employed Unified Theory of Acceptance and Usage of Technology (UTAUT) and perspective from previous studies to propose a conceptual model to examine the influencing factors to attitude and adopting intention toward Chabot at online platforms. 511 valid responses are collected as input data for the analysis. The results from hypothesis testing demonstrate significant positive influence of Performance Expectancy (PE) and Effort Expectancy (EE) to Attitude toward using Chatbot. Attitude is also found as the strongest positive determinant to Chabot Adopting Intention (AI), followed by Facilitating Control while Perceived Risk is found to negatively affect Adopting Intention. Additionally, Social Influence (SI) does not show significant impact to the intention to use Chatbot. Additionally, it is also portraited that Adopting Intention are not significant different among groups of demographics factors of age, gender, income and experience. Based on the findings of the study, recommendations are presented to foster the advancement of Chatbot for online commerce in the future in Vietnam
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Surat Teerakapibal
Role:
advisor
Created:
2021
Modified:
2023-04-11
Issued:
2023-04-11
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Global Business Management
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.024727 วินาที
Nguyen, Trang Thu
| Title | Contributor | Type |
|---|---|---|
| Drivers of attitude & intention to adopt artificial intelligence of Vietnamese in the case of chatbot
มหาวิทยาลัยธรรมศาสตร์ Nguyen, Trang Thu | Surat Teerakapibal | วิทยานิพนธ์/Thesis |
Surat Teerakapibal