An empirical analysis of user intention to use chatbots for airline tickets consultation

Abstract

Purpose This study aims to empirically analyze the factors influencing users’ intention to use chatbots for airline ticket consultation. It seeks to introduce a comprehensive framework based on the technology acceptance model (TAM) that integrates key factors alongside traditional TAM constructs to understand what drives behavioral intention to use chatbots in the context of airline ticket consultation. Design/methodology/approach The study uses the partial least squares-structural equation modeling (PLS-SEM) approach to validate the proposed model empirically. Data were collected through a survey questionnaire distributed to potential users in Saudi Arabia, with 393 valid responses from a total of 409 received being included in the analysis. Findings The empirical analysis confirms the significance of perceived usefulness and user satisfaction as direct determinants of behavioral intention. Additionally, it reveals that factors such as perceived ubiquitous access, perceived completeness, perceived accuracy, perceived unbiased response and perceived convenience have both direct and indirect significant impacts on the behavioral intention to use chatbots for airline ticket consultation. Originality/value This research advances theoretical understanding and holds practical implications for designing and implementing effective chatbot services. By investigating the complex interplay of these factors, the study makes substantive contributions to both theoretical advancements and practical applications in the field, particularly in enhancing the user experience and acceptance of chatbots for airline ticket consultations.