AI in E-Commerce: Application of the Use and Gratification Model to The Acceptance of Chatbots

Rob Kim Marjerison (), Youran Zhang and Hanyi Zheng
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Rob Kim Marjerison: Global Business, College of Business and Public Management, Wenzhou-Kean University, Wenzhou 325015, China
Youran Zhang: Accounting, College of Business and Public Management, Wenzhou-Kean University, Wenzhou 325015, China
Hanyi Zheng: Accounting, College of Business and Public Management, Wenzhou-Kean University, Wenzhou 325015, China

Sustainability, 2022, vol. 14, issue 21, 1-16

Abstract: This study applies and builds on the Use and Gratification (U&G) theory to explore consumer acceptance of applied artificial intelligence (AI) in the form of Chatbots in online shopping in China. Data were gathered via an anonymous online survey from 540 respondents who self-identified as frequent online shoppers and are familiar with Chatbots. The results of the data analysis provide empirical evidence indicating that utilitarian factors such as the “authenticity of conversation” and “convenience”, as well as hedonic factors such as “perceived enjoyment”, result in users having a positive attitude towards Chatbots. However, privacy issues and the immaturity of technology have had a negative impact on acceptance. This paper provides both theoretical and practical insights into Chinese attitudes toward Chatbots and may be of interest to e-commerce researchers, practitioners, and U&G theorists.

Keywords: artificial intelligence in e-commerce; internet marketing; e-commerce; data privacy and security; chatbots; use and gratification theory; consumer behavior in e-commerce (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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