Interacting with chatbots later in life: A technology acceptance perspective in COVID-19 pandemic situation

Abstract

IntroductionWithin the technological development path, chatbots are considered an important tool for economic and social entities to become more efficient and to develop customer-centric experiences that mimic human behavior. Although artificial intelligence is increasingly used, there is a lack of empirical studies that aim to understand consumers’ experience with chatbots. Moreover, in a context characterized by constant population aging and an increased life-expectancy, the way aging adults perceive technology becomes of great interest. However, based on the digital divide (unequal access to technology, knowledge, and resources), and since young adults (aged between 18 and 34 years old) are considered to have greater affinity for technology, most of the research is dedicated to their perception. The present paper investigates the way chatbots are perceived by middle-aged and aging adults in Romania.MethodsAn online opinion survey has been conducted. The age-range of the subjects is 40–78 years old, a convenience sampling technique being used (N = 235). The timeframe of the study is May–June 2021. Thus, the COVID-19 pandemic is the core context of the research. A covariance-based structural equation modelling (CB-SEM) has been used to test the theoretical assumptions as it is a procedure used for complex conceptual models and theory testing.ResultsThe results show that while perceived ease of use is explained by the effort, the competence, and the perceive external control in interacting with chatbots, perceived usefulness is supported by the perceived ease of use and subjective norms. Furthermore, individuals are likely to further use chatbots (behavioral intention) if they consider this interaction useful and if the others’ opinion is in favor of using it. Gender and age seem to have no effect on behavioral intention. As studies on chatbots and aging adults are few and are mainly investigating reactions in the healthcare domain, this research is one of the first attempts to better understand the way chatbots in a not domain-specific context are perceived later in life. Likewise, judging from a business perspective, the results can help economic and social organizations to improve and adapt AI-based interaction for the aging customers.

Factors Affecting Consumers Adoption of AI-Based Chatbots: The Role of Anthropomorphism

“…Researchers have looked into the anthropomorphic traits of robots in a variety of contexts (Iancu & Iancu, 2022;Ragheb et al, 2022). This research backs up the hypothesis that anthropomorphic features of chatbots influence people's willingness to adopt them in a retail setting.…”

“…A system's perceived usefulness (PUS) is the extent to which a consumer believes that adopting the system would improve his or her ability to do a certain job or carry out a given task (Davis, 1989). Research on B2C airline websites (Ragheb et al, 2022), tourism apps (Iancu & Iancu, 2022), the Lonely Planet (Alqaidi et al, 2021), travel search engines (Ren, 2020), and self-service technology in resort hotels (Ragheb et al, 2022) all corroborate that technology's usefulness to retailers influences AIN (Ragheb et al, 2022). Chatbots and other forms of artificial intelligence are streamlining the shopping experience and improving customer service.…”

“…Trust needs to be ensured by delivering genuine service through chatbots for the tourism industry because perceived intelligence is a key factor in intents to embrace chatbots (Iancu & Iancu, 2022). Developers of chatbots also need to make sure that chatbots have anthropomorphic traits so that consumers feel that chatbots are real, living, and human-like.…”

The Impact of Artificial Intelligence on Radiology Education in the Wake of Coronavirus Disease 2019

“…One of the main concerns in virtual education is the enhancement of online interactions and engagement. AI-powered chatbots facilitate real-time interactions, stimulate discussions, and provide instant feedback during online sessions [ 2 ]. These chatbots can also deliver personalized learning experiences by offering tailored content based on individual learners’ needs, progress, and preferences [ 3 ].…”