A Review Paper of Consumer Behaviour on Chatbot Adoption

Abstract

This paper presents a review of the consumer’s behavior towards chatbot adoption. This paper will also help in investigating how a chatbot can be used in different areas such as in business ventures, online services, and E- commerce sites. But there isn’t enough study on users’ adoption of chatbots and businesses are not sure on how to create a chatbot that will boost their users’ adoption towards their venture. This study is done by reviewing the data on chatbot adoption collected through various sources from 1996 to 2019. The main objective of this study is to understand how a consumer behaves towards the adaptation of chatbots on these platforms. This study shows the impact of chatbots on consumer’s behavior. The study proposes a model based on the Technology acceptance model (TAM), Uses and Gratification (U&G) theory and diffusion of innovation theory. The technology acceptance model examines the mediating role of perceived ease of use and perceived usefulness in their relation between chatbot adoption and consumer behavior. The diffusion of innovations theory is the most appropriate for investigating the adoption of chatbot from the consumer’s point of view. Uses and gratification theory explores the influences of informativeness, entertainment, and irritation on consumer behaviour towards chatbot adoption. The study of this paper examines the TAM, U&G theory and Diffusion of innovation theory framework in the context of chatbot adoption, while the previous studies completely on efficiency-based software tools like word processing, spreadsheets, etc. The study can help developers to facilitate better human-chatbot interaction experiences in the near future. Possible design guidelines are recommended, showing different chatbot user motivations.