Modeling Nonusers' Behavioral Intention towards Mobile Chatbot Adoption: An Extension of the UTAUT2 Model with Mobile Service Quality Determinants

Artificial intelligence agents (chatbots), which are programs to communicate with users primarily in customer service contexts, are an alternative interaction channel supporting businesses in the digital environment and vital components in customer service. The present empirical paper, which is aimed at identifying and discussing the factors motivating nonusers to adopt the specific technology in mobile contexts, proposes a comprehensive conceptual model, which combines the UTAUT 2 behavioral theory with variables of mobile service quality contexts, such as information quality, privacy concerns, interface, and equipment, as well as trust and mobility factors. Data analysis, based on the partial least squares structural equation modeling (PLS-SEM) statistical method, revealed that performance expectancy, facilitating factors, hedonic motivation, mobility, trust, and service quality positively affect nonusers' behavioral intention to adopt chatbots. In addition, equipment, interface, and trust have a significant impact on users' trust in the context of mobile chatbots. Personal data privacy issues also have a negative effect on trust, in contrast to effort expectancy, which positively affects performance expectancy. As mobile service quality factors have not been investigated before in the context of chatbots, the findings of the present research are expected to provide useful insights both to academia and the business industry.