Factors Affecting Baby Boomers’ Attitudes towards the Acceptance of Mobile Network Providers' AI Chatbot
DOI:
https://doi.org/10.23887/janapati.v11i3.53523Keywords:
chatbot, baby boomer, Mobile Network ProvidersAbstract
The research aims to study the factors which affect baby boomers’ attitudes towards the acceptance of mobile network providers’ Artificial Intelligence (AI) Chatbots in Thailand and their influences. The research sample consists of 400 people who were born from 1946 to 1964 and had experience in using AI chatbots. The proposed concept of model of this research is based on the Technology Acceptance Model (TAM), Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and Innovation Diffusion Theory (IDT). The questionnaire is the tool for data collection. The statistics for data analysis were mean, percentage, frequency distribution, and standard deviation. The statistical hypothesis testing included confirmatory factor analysis and structural equation model. The results can prove the importance of perceived usefulness, perceived ease of use, compatibility, privacy concern, attitude toward advertisement, and social influence on the acceptance of AI chatbot technology. Consequently, the results help business sectors to form better strategies to promote the broader use of AI chatbots.
References
DIGITAL GOVERNMENT TECHNOLOGY AND INNOVATION CENTER, “Chatbot The Ultimate Smart Assistant” Thailand, 2021, [Online] Available: https://dgti.dga.or.th/chatbot-2/
Prachachat Online, “Financial institutions and the adoption of AI for business” Thailand, 2021, [Online] Available: https://www.prachachat.net/public-relations/news-819746
LINE Developers, “Chatbots, the most widely used AI applications” Thailand, 2019 [Online]
Krungsri Plearn Plearn, “Elevate your business easier with "Chatbot", the ultimate intelligent assistant of the 4.0 era.” Thailand, 2019 [Online] Available: https://www.krungsri.com/th/plearn-plearn/chatbot-
MGR, "Mali comes to help" True's AI technology chatbot "online assistant" reduces risks during the COVID-19 situation and takes care of basic services for customers” Thailand, 2021 [Online] Available: https://mgronline.com/cyberbiz/detail/9640000007617
UNeeQ Digital Humans, “We need to chat about chatbots” US, 2019 [Online] Available: https://digitalhumans.com/blog/we-need-to-chat-about-chatbots/
TechTalkThai, “Kaspersky Research Reveals Millennials and Baby Boomers Are Ready for the Tech of the Future Even though I'm still afraid of the good effect” Thailand, 2020 [Online] Available: https://www.techtalkthai.com/guest-post-kaspersky-millennials-boomers-more-guarded-about-future-tech/
Krungsri Guru, “What is the difference between Baby Boomers and Millennials managing money?” Thailand, 2021, [Online] Available: https://www.krungsri.com/th/plearn-plearn/chatbot-
Fillgoods, “Penetrate the behavior of consumers of 4 generations, allowing entrepreneurs to plan marketing plans to create sales beyond the target” Thailand, 2021, [Online] Available: https://www.fillgoods.co/online-biz/shop-orders-focus-on-behavior-4-generations-marketing-plan/
Marketingoops, “Survey of Baby Boomers in the digital age with new behaviors facing more online world” Thailand, 2020 [Online] Available: https://www.marketingoops.com/data/baby-boomer-have-entered-digital-migration-era/
The Bangkok Insight Editorial Team, “Countdown that Thailand will enter an aging society in 2022” Thailand, 2019, [Online] Available: https://www.thebangkokinsight.com/news/bubusine/economics/239862/
Davis, F. D., “Perceived usefulness,perceived ease of use, and user acceptance of information technology”. MIS quarterly 1989; 319-340
Dobrinić D, Gregurec I, Dobrinić D. Attitudes of Croatian Consumers About Mobile Messenger Chatbots. Journal of Information and Organizational Sciences. 2021; 45(2): 579-599.
Rogers, E. Diffusion of Innovations. New York. 1995; Free Press
Thamonwon, “Information Privacy” Thailand, 2020, [Online] Available: https://sites.google.com/site/apple581031018/1-khwam-pen-swn-taw-information-privacy
SAS, “Natural language processing” Thailand, 2021, [Online] Available: https://www.sas.com/th_th/insights/analytics/what-is-natural-language-processing-nlp.html
Mitchell A, Olson J. Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research. 1981; 18(3): 318-332.
Venkatesh V, Morris MG, Davis GB, et al. Useracceptance of information technology: Toward a unified view. MIS Quarterly. 2003; 27(3): 425–478.
Magnetolabs, “How to convince executives who are not open to technology?” Thailand, 2020, Online] Available: https://magnetolabs.com/blog/how-to-convince-non-techie-executives/
Santosa A, Taufik N, Prabowo F, Rahmawati M. Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2. Journal of Financial Services Marketing 2021. 26(4): 259-273.
Kasilingam D. Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society 2020; 62: 101280.
Khoa B. The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market. Jurnal The Messenger. 2021; 13(1): 19-32.
Ünal S, Ercis A, Keser E. Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia-Social and behavioral sciences. 2011; 24: 361-377.
de Cosmo L, Piper L, Di Vittorio A. The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. Italian Journal of Marketing. 2021; 2021(1): 83-102.
Eeuwen M. Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers (Master's thesis, University of Twente) 2017.
Eeuwen, M. V. (2017). Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers (Master's thesis, University of Twente).
Zhang L, Zhu J, Liu Q. A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in human behavior. 2012; 28(5): 1902-1911.
Gümüş N, Çark, Ö. The Effect of Customers’ Attitudes Towards Chatbots on their Experience and Behavioural Intention in Turkey. Interdisciplinary Description of Complex Systems: INDECS. 2021; 19(3): 420-436.
Quintino, A. R. P. (2019). The impact of chatbot technology attributes on customer experience: an example in telecom(Doctoral dissertation).
Yu Y. Research on User Experience and Brand Attitudes of Chatbots. International Journal of Humanities and Social Sciences. 2021; 15(8): 698-704.
Gupta, A., & Sharma, D. (2019). Customers’ Attitude towards Chatbots in Banking Industry of India. International Journal of Innovative technology and exploring Engineering, 8(11): 1222-1225.
Yu J. The moderating role of perceived risk between AI chatbots, purchase intentions and customer loyalty in customer service. Doctoral dissertation, Auckland University of Technology. 2021
Ischen C, Araujo T, Voorveld H, Noort G, Smit E. Privacy concerns in chatbot interactions. In International workshop on chatbot research and design. 2021; 34-48.
Sanny L, Susastra A, Roberts C, Yusramdaleni R. The analysis of customer satisfaction factors which influence chatbot acceptance in Indonesia. Management Science Letters. 2020; 10(6): 1225-1232.
Alt M A, Vizeli I, Săplăcan Z. BANKING WITH A CHATBOT-A STUDY ON TECHNOLOGY ACCEPTANCE. Studia Universitatis Babes-Bolyai. Oeconomica. 2021; 66(1).
Mogaji E, Balakrishnan J, Nwoba A C, Nguyen N P. Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics. 2021; 65: 101711.
Kuberkar S, Singhal. Factors influencing adoption intention of AI powered chatbot for public transport services within a smart city. International Journal of Emerging Technologies in Learning. 2020; 11(3): 948-958.
Terblanche N, Cilliers D. Factors that influence users’ adoption of being coached by an Artificial Intelligence Coach. Philosophy of Coaching: An International Journal, 2020; 5(1): 61-70.
Io H N, Lee C B. Understanding the adoption of chatbot. In Future of Information and Communication Conference. Springer, Cham. 2018; 632-643
Abdulquadri A, Mogaji E, Kieu, T. A, Nguyen N P. Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy. 2021
Rafiq F, Dogra N, Adil M, Wu J Z. Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method. Mathematics. 2022; 10(13): 2190.
Song, M, Xing, X, Duan, Y, Cohen J, Mou, J. Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention. Journal of Retailing and Consumer Services. 2022; 66, 102900.
Pillai, R., Sivathanu, B. Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management. 2020
Sidaoui, Jaakkola, & Burton. AI feel you: customer experience assessment via chatbot interviews. Journal of Service Management. 2020;
Okuda, Shoda S. AI-based chatbot service for financial industry. Fujitsu Scientific and Technical Journal. 2018; 54(2); 4-8.
Patil K, Kulkarni S. Artificial intelligence in financial services: Customer chatbot advisor adoption. Int. J. Innov. Technol. Explor. Eng, 2019; 9(1): 4296-4303.
Jadhav D. Understanding Artificial Intelligence Adoption, Implementation, and Use in Small and Medium Enterprises in India. Doctoral dissertation. Walden University; 2021.
Wongsansukcharoen J. Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services. 2022; 64: 102826.
Hernandez J. Network diffusion and technology acceptance of a nurse chatbot for chronic disease self-management support: a theoretical perspective. The Journal of Medical Investigation. 2019; 66(1.2): 24-30.
Phuthong, T, Mangsungnoen N. Factors influencing the elderly intention to use and adopt mobile health services. Veridian E-Journal. 2017; 10(2): 548-566.
Santosa A, Taufik N, Prabowo F, Rahmawati M. Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2. Journal of Financial Services Marketing. 2021; 26(4): 259-273.
Muslim A, Harun A, Ismael D, Othman B. Social media experience, attitude and behavioral intention towards umrah package among generation X and Y. Management Science Letters. 2020; 10(1): 1-12.
Badowska S, Zamojska A, Rogala A. Baby boomers’ attitudes toward innovations: Empirical research in Poland. Procedia-Social and Behavioral Sciences. 2015; 213: 1050-1056.
Bennett-Kapusniak R. Baby boomers and technology: Factors and challenges in utilizing mobile devices (Doctoral dissertation. The University of Wisconsin-Milwaukee. 2015.
Chung M, Ko E, Joung H, Kim J. Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research. 2020; 117: 587-595.
Ukpabi D, Aslam B, Karjaluoto H. Chatbot adoption in tourism services: A conceptual exploration. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing Limited. 2019.
Khoa B, The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market. Jurnal The Messenger. 2021; 13(1): 19-32.
Sandu N, Gide E. Adoption of AI-Chatbots to enhance student learning experience in higher education in India. In 2019 18th International Conference on Information Technology Based Higher Education and Training. ITHET. 2019; 1-5.
Kuberkar S, Singhal K. Factors influencing adoption intention of AI powered chatbot for public transport services within a smart city. International Journal of Emerging Technologies in Learning. 2020; 11(3): 948-958.
Thaiware Online, “What is a Chatbot? How many types of Chatbots are there and how are they useful?”, Thailand, 2020 [Online] Available: https://tips.thaiware.com/1323.html
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Nanticha Poonpanich, Jiroj Buranasiri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Janapati agree to the following terms:- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. (See The Effect of Open Access)
