Determinants of chatbot adoption towards continuance intention in sport industry

Tan, Celine (2024) Determinants of chatbot adoption towards continuance intention in sport industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Chatbots have increased in popularity across numerous industries due to technological development and societal change. Chatbots help customers search for products, make appointments, and answer consumers' inquiries. Due to COVID-19, many business models have changed from physical to online. The sports industry is in the same situation, so chatbots are needed on their online websites to improve the customer shopping experience. This study investigated the determinants of chatbot adoption toward continuance intention in the sports industry. This research aims to examine the relationship between chatbot adoption and continuance intention. Four measurements will be explored in this study: perceived usefulness, perceived ease of use, satisfaction, and perceived enjoyment. Consequently, the framework was underpinned by the ECM (Expectation Confirmation Model) and TAM (Technology Acceptance Model) theories to position the possible relationships between the variables in the framework. Customer's continuance intention will decrease when they encounter difficulties using the chatbot. There is a need for the researcher to explore this research title to understand the factors that will influence the continuance intention of users to use chatbots. The research uses a quantitative method and a survey questionnaire to collect data from 175 respondents who have experience interacting with chatbots in the Kuala Lumpur region. The study's results have significant practical implications for sports organizations, marketers, and chatbot developers. It can assist sports organizations and marketers design and implement effective chatbot strategies that cater to their target audience's demands and preferences. Based on the findings, the determinants of chatbot adoption positively influence the users' continuance intention. Users' continuance intention is correlated to the variables of perceived usefulness, perceived ease of use, satisfaction, and perceived enjoyment. All the hypotheses are supported in the findings.

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