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Showing 6 results for Attitude
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Volume 3, Issue 2 (9-2016)
Volume 3, Issue 2 (9-2016)
Abstract
Background and Aim: The utilization of technology acceptance model is one of the ways for perceiving the users' attitudes, and this research utilizes it to investigate the factors affecting the students' encouragement to use the social network sites in order to determine which factors encourage the students to use the social network sites as a virtual learning network.
Methods: This research is applied in terms of objective and is among the structural equation modeling-partial least square studies. A questionnaire is designed based on conceptual model after investigating the relevant articles and extracting the possible components, and it is then distributed among students, and finally the analysis is done on collected questionnaires.
Results: The data analysis results indicate the indirect impact of perceived usefulness, perceived ease of use, and perceived complementarity, and the direct impact of attitude towards using the online social network sites and perceived enjoyment on the students' intention to use the social network sites.
Conclusion: The results of this research provide the useful insight for university authorities in local education industry to utilize the social network sites in order to enhance the students' learning effectiveness by perceiving these factors. This study identifies the variables which can affect the development of educational space and investigates the conducted studies on determinates of students' encouragement to use of social networks as e-learning networks, and finally provides an applied comprehensive model by combination of these collected factors. Furthermore, a new research can be conducted on factors affecting the users' encouragement to use social networks for education.
Mahdi Farmani, Mohammad Ghaffari, Mostafa Zandi Nasab,
Volume 6, Issue 1 (4-2019)
Volume 6, Issue 1 (4-2019)
Abstract
Background and Aim: Managing the experience the user has in dealing with the website can play a significant role in improvement of a longer and more valuable relationship. One of the new technologies that can play a role in pleasant, enjoyable and effective experience of the users is gamification. Because this technology transforms every day, repetitive, and formal activities into exciting, challenging and entertaining experiences with the rules of the game and makes a different experience for users; also, provides the intention to use and advice to others. Therefore, the purpose of this study is to Digi Kala website features analysis in the field of gamification focusing on the roles of the mediator of experience and attitude of users and impact of the antecedents on intention to use and word of mouth intention
Methods: This research is applied in terms of purpose and is descriptive in terms of method. The statistical population of the study consisted of all users of Digi Kala online store, which in the period of data collection in July, 2018 were users of this website, and 294 samples were collected by sampling method. The main tool for collecting data was a questionnaire. To analyze and confirm the validity of research, construct validity and convergent validity were investigated. Cronbach's alpha coefficient was used to assess the reliability of the questionnaire. SPSS and LISREL software were used to analyze the data.
Results: All the research hypotheses were approved except for the second hypothesis.
Conclusion: The results of the research show that service quality, system quality and information quality on Digi Kala website affect user experience and user experience on Digi Kala website affects the user's attitude toward it. Also, the user's attitude towards Digi Kala website affects the intention to use and word of mouth intention.
Mr Ebrahim Beiraghipanah, Dr Ahmad Askari, Dr Abdolah Naami, Dr Alireza Rousta,
Volume 7, Issue 2 (12-2020)
Volume 7, Issue 2 (12-2020)
Abstract
Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes which is in the form of a paradigm model including: Consumer attitudes toward service innovation, cultural component and social component as title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.
Fereeidoon Yazdani,
Volume 8, Issue 4 (2-2022)
Volume 8, Issue 4 (2-2022)
Abstract
Background and Aim: The aim of this study was to investigate the relationship of information literacy and environmental knowledge, attitude and practice of primary school teachers.
Method: This was a correlational study. Population included all teachers (male and female) in the first to sixth grades of primary school in District 1 of Hamadan, numbering 875 students. A stratified random sampling method was used and 267 teachers (208 females and 59 males) were selected and participated in the study. Instruments were: 1. Information Literacy Questionnaire (Yazdani, 2012) and; 2. Environmental Awareness, Attitude and Practice Scale (Farokhi, 2014), with the required reliability and validity.
Results: Results showed the level of information literacy of teachers to be moderate. However, in the dimensions of "need definition, location , and information evaluation," this was above the average. In the dimensions of “organizing information and information exchange,” it was lower than the median of the society. Also, findings showed that the level of “environmental knowledge” and “environmental attitude” of teachers was appropriate; but the “environmental practice” of teachers was in poor condition. Lastly, the results showed a positive significant relationship between all dimensions of information literacy with teachers' knowledge, attitude and environmental practice (P <0.01).
Conclusion: Teachers with higher information literacy will have access to better environmental knowledge and as a result will have better environmental attitudes and practices. Therefore, we can increase their information literacy to improve their environmental knowledge, attitude and practice.
Aghdas Soleimani, Zohre Kazemi, Mohammad Aghaei, Zahra Ghorbani,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Purpose: Today, internet-based technologies have brought new transformations to human life. Customers are able to compare products offered by sellers around the world to buy their online products. On the one hand, the widespread use of these technologies provides benefits for online companies that are constantly increasing. The importance of this issue is felt when there is a lot of competition between a large number of similar companies with different types of services. Now, companies are using social media technologies to advertise information about their brands. Social media are a good option for accessing and collecting information from other consumers. These media are widely used for social media marketing and provide various methods for marketers to reach and interact with consumers. Social media marketing refers to "the use of social media technologies, channels, and software to create, deliver, exchange, and provide offerings that have value for the stakeholders of an organization." Online marketing activities lead to the development of knowledge among users, empowering users from predictions about their future businesses, monitoring customer behavior through changes in the content produced, attracting new customers, increasing sales, and fast use and saving time. The goal of social media marketing is to help companies increase market share and customer purchase intention. Today, social media marketing plays a fundamental role in influencing purchase intent due to its ubiquity among consumers. These platforms provide essential information that guides purchase decisions and simplifies decision-making. Purchase intention is an activity in which consumers consider purchasing a product or a service. Purchase intention is the likelihood that a consumer will continue to purchase in the future. Consumer purchase intention can be influenced through the sharing of information or engagement in conversations and comments from other consumers. A strong presence on social media significantly affects purchase intention and builds customer trust. On the other hand, marketers consider brand trust as an important and relevant concept to purchase intention. Brand trust is defined as the willingness of consumers to rely on the power of the brand to fulfill the stated goal and the belief that the brand has the ability to deliver the promised benefits. Studies that have been conducted in the past have stated that brand trust is a precursor to purchase intention. Sung & Kim (2010) and Ellitan, Havina & Lukito (2022) believe that brand trust is considered as a variable that has a significant impact on purchase intention. For many years, brand attitude has been an important topic of research in marketing. Therefore, marketers consider it the most important predictor of consumer behavior towards a product or service. Basically, brand attitude refers to the consistent preference of consumers towards a specific brand and the overall evaluation by the consumer towards the brand. Attitude towards an object (including a brand) includes salient beliefs that are acquired through experience and can fluctuate positively or negatively as a function of past experiences. A favorable attitude towards a brand increases the likelihood of consumers continuing to use it in the future. Consumer attitude typically has a strong influence on their purchase intent. One of the growing global trends in Iran is the increasing demand for luxury goods. The luxury goods market has attracted the attention of researchers and marketing professionals due to its rising growth rate. In 2017, the global market for luxury fashion goods exceeded $1.2 trillion. It is expected that by 2030, approximately 500 million consumers will be luxury fashion customers. Research also shows that about 80% of the global luxury market is influenced by digital technology, and it is expected that online sales of luxury brands will reach 20% of total transactions by 2025. Many luxury brands now have official pages on social media platforms such as Facebook and Instagram, where they publish news about their products and brands. In Iran, luxury fashion brands are trying to achieve profitability by targeting a specific target group. Despite their significant activity on social media, these brands have not been successful in attracting customers through this channel. In addition to increased competition in the domestic market, the import of foreign brands with official dealerships or the entry of these brands and their original counterparts from unconventional channels are serious threats to the Iranian fashion market. Additionally, unofficial pages selling fashion products on social media or the sale of personal luxury products have made these items more accessible to interested individuals and made the competition more difficult. Despite the activities of luxury fashion brands on social media, these activities are not interactive and feedback is not received from customers about the products and services of these brands. As a result, these brands have not been successful in attracting customers, creating positive attitudes, and gaining their trust to the desired extent. Therefore, it is necessary to examine and identify the factors affecting the purchase intention of consumers of luxury clothing brands, including social media marketing, brand attitude, and brand trust, in order to help improve knowledge and improve planning in this field. Despite the importance and expansion of social media marketing in the country, not many studies have been conducted to identify the impact of social media marketing on purchase intention for luxury products. The researchers of this study, after reviewing the research background, found that the role of brand attitude and brand trust in the relationship between social media marketing and customer purchase intention has not been considered in both foreign and domestic research. Given the research gap in this area, the present study investigates the impact of social media marketing on the purchase intention of consumers of luxury clothing brands, taking into account the mediating role of brand trust and brand attitude, which has not been studied before.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
Soheila Shirezhian, Seyed Mehdi Mirmehdi,
Volume 12, Issue 1 (5-2025)
Volume 12, Issue 1 (5-2025)
Abstract
Introduction
In recent years, advancements in technology, particularly in artificial intelligence, have significantly transformed how customers interact with businesses. One of the most prominent manifestations of this transformation is the emergence of chatbots as intelligent digital agents in marketing and customer service. Chatbots are AI-powered programs capable of responding to user inquiries through text or voice interactions, playing a crucial role in enhancing the efficiency of customer-organization communication. These tools enable companies to provide 24/7 services, reduce response times, increase customer loyalty, and save human resources. Unlike human agents, chatbots are unaffected by factors such as fatigue or holidays, ensuring constant availability. However, traditional customer service channels like email, websites, or phone calls remain popular among some customers.
In the retail sector, chatbots facilitate effective customer-brand interactions by offering convenience, flexibility, and easy access. They streamline the online shopping process by providing quick responses and guiding users, creating a seamless and satisfying experience while addressing the impersonal nature of e-commerce. Recent advancements in natural language processing have enabled chatbots to perform complex tasks, such as analyzing customer preferences and delivering personalized responses. These capabilities, combined with the widespread use of messaging platforms, have driven the growth of the chatbot industry. Nevertheless, concerns like data security and privacy pose significant barriers to widespread adoption, requiring careful consideration from system designers. This study, grounded in the Technology Acceptance Model, examines factors such as trust, personal innovativeness, ease of use, social influence, and hedonic motivation to understand the reasons behind users’ acceptance or rejection of chatbots.
Methods and Materoal
This study adopts a quantitative approach with an applied objective, utilizing a descriptive-survey design. The target population consists of Iranian users with experience using AI-based chatbots in online customer service platforms, such as websites, apps, or messaging services. Inclusion criteria required participants to have used at least one service-oriented chatbot and to be familiar with digital tools. Exclusion criteria included incomplete questionnaires, lack of actual chatbot experience, or use of chatbots for non-customer-service purposes (e.g., entertainment or language learning). To enhance accuracy and minimize bias, the influence of the chatbot’s application domain (e.g., retail, banking, education, or healthcare) was analyzed using variance analysis and control of contextual variables.
Data were collected through three primary methods: documentary studies, electronic resources, and field research. The data collection tool was a questionnaire based on a 5-point Likert scale (ranging from “strongly disagree” to “strongly agree”), measuring variables such as trust, hedonic motivation, social influence, personal innovativeness, perceived usefulness, ease of use, attitude, and intention to use. The questionnaire was designed based on standardized scales from prior research, and its content validity was confirmed by experts.
Resultss and Discussion
The findings indicate that trust, personal innovativeness, and ease of use significantly influence the perceived usefulness of chatbots. Trust enhances perceived usefulness by providing accurate and prompt responses. Personal innovativeness strengthens this perception by aligning chatbots with users’ needs, while ease of use, by simplifying interactions, positively affects both perceived usefulness and users’ attitudes. Both perceived usefulness and positive attitudes directly increase the intention to use chatbots. However, social influence and hedonic motivation did not show a significant impact on perceived usefulness, possibly due to customers’ preference for traditional channels or the functional focus of chatbots over entertainment.
Conclusion
This study reveals that trust, personal innovativeness, and ease of use are critical drivers of chatbot adoption. Trust, fostered through reliable and swift responses, enhances the perception of chatbots’ usefulness. Personal innovativeness aligns chatbot functionalities with users’ creative needs, further boosting this perception. Ease of use simplifies interactions, fostering positive attitudes and increasing the intention to use chatbots. The lack of significant impact from social influence may stem from customers’ preference for traditional channels like email or phone calls. Similarly, hedonic motivation’s limited effect could be attributed to the service-oriented nature of chatbots, which prioritizes efficiency over enjoyment.
Chatbots, by automating routine tasks, offering predictive analytics, and enhancing customer experiences, serve as innovative tools in digital services. However, challenges such as data security and privacy concerns remain barriers to broader adoption. Designing user-friendly and trustworthy chatbots can enhance their acceptance and improve the digital customer experience. This study recommends further research on non-users and environmental factors that may hinder the impact of social influence and hedonic motivation to better understand adoption barriers.
In recent years, advancements in technology, particularly in artificial intelligence, have significantly transformed how customers interact with businesses. One of the most prominent manifestations of this transformation is the emergence of chatbots as intelligent digital agents in marketing and customer service. Chatbots are AI-powered programs capable of responding to user inquiries through text or voice interactions, playing a crucial role in enhancing the efficiency of customer-organization communication. These tools enable companies to provide 24/7 services, reduce response times, increase customer loyalty, and save human resources. Unlike human agents, chatbots are unaffected by factors such as fatigue or holidays, ensuring constant availability. However, traditional customer service channels like email, websites, or phone calls remain popular among some customers.
In the retail sector, chatbots facilitate effective customer-brand interactions by offering convenience, flexibility, and easy access. They streamline the online shopping process by providing quick responses and guiding users, creating a seamless and satisfying experience while addressing the impersonal nature of e-commerce. Recent advancements in natural language processing have enabled chatbots to perform complex tasks, such as analyzing customer preferences and delivering personalized responses. These capabilities, combined with the widespread use of messaging platforms, have driven the growth of the chatbot industry. Nevertheless, concerns like data security and privacy pose significant barriers to widespread adoption, requiring careful consideration from system designers. This study, grounded in the Technology Acceptance Model, examines factors such as trust, personal innovativeness, ease of use, social influence, and hedonic motivation to understand the reasons behind users’ acceptance or rejection of chatbots.
Methods and Materoal
This study adopts a quantitative approach with an applied objective, utilizing a descriptive-survey design. The target population consists of Iranian users with experience using AI-based chatbots in online customer service platforms, such as websites, apps, or messaging services. Inclusion criteria required participants to have used at least one service-oriented chatbot and to be familiar with digital tools. Exclusion criteria included incomplete questionnaires, lack of actual chatbot experience, or use of chatbots for non-customer-service purposes (e.g., entertainment or language learning). To enhance accuracy and minimize bias, the influence of the chatbot’s application domain (e.g., retail, banking, education, or healthcare) was analyzed using variance analysis and control of contextual variables.
Data were collected through three primary methods: documentary studies, electronic resources, and field research. The data collection tool was a questionnaire based on a 5-point Likert scale (ranging from “strongly disagree” to “strongly agree”), measuring variables such as trust, hedonic motivation, social influence, personal innovativeness, perceived usefulness, ease of use, attitude, and intention to use. The questionnaire was designed based on standardized scales from prior research, and its content validity was confirmed by experts.
Resultss and Discussion
The findings indicate that trust, personal innovativeness, and ease of use significantly influence the perceived usefulness of chatbots. Trust enhances perceived usefulness by providing accurate and prompt responses. Personal innovativeness strengthens this perception by aligning chatbots with users’ needs, while ease of use, by simplifying interactions, positively affects both perceived usefulness and users’ attitudes. Both perceived usefulness and positive attitudes directly increase the intention to use chatbots. However, social influence and hedonic motivation did not show a significant impact on perceived usefulness, possibly due to customers’ preference for traditional channels or the functional focus of chatbots over entertainment.
Conclusion
This study reveals that trust, personal innovativeness, and ease of use are critical drivers of chatbot adoption. Trust, fostered through reliable and swift responses, enhances the perception of chatbots’ usefulness. Personal innovativeness aligns chatbot functionalities with users’ creative needs, further boosting this perception. Ease of use simplifies interactions, fostering positive attitudes and increasing the intention to use chatbots. The lack of significant impact from social influence may stem from customers’ preference for traditional channels like email or phone calls. Similarly, hedonic motivation’s limited effect could be attributed to the service-oriented nature of chatbots, which prioritizes efficiency over enjoyment.
Chatbots, by automating routine tasks, offering predictive analytics, and enhancing customer experiences, serve as innovative tools in digital services. However, challenges such as data security and privacy concerns remain barriers to broader adoption. Designing user-friendly and trustworthy chatbots can enhance their acceptance and improve the digital customer experience. This study recommends further research on non-users and environmental factors that may hinder the impact of social influence and hedonic motivation to better understand adoption barriers.
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