Analysis of Key Factors Influencing Consumers’ Choice of AI Customer Service by Using Extended Technology Acceptance Model (69265)
Session Chair: Zachary Beckstead
Saturday, 1 April 2023 14:30
Session: Session 3
Room: Room 703
Presentation Type:Oral Presentation
governments and businesses have started to pay attention to the application of AI technology based on service. There are also many experimental projects for AI customer service in Japanese rail stations. Hence, it is essential to explore the factors which affect people’s intention to take AI customer service and the view of moral decision-making. First, this study proposes an extended model of the Combined Technology Acceptance Model with additional variables to investigate the key factors influencing people to take AI customer service. Then, structural equation modeling is used to explore the structural relationship between latent variables. The valid data were collected through a questionnaire from 313 respondents. The results revealed that the primary path that influences behavioral intention to people taking AI service is perceived trust, which indirectly affects behavioral intention through the attitude toward using. The most critical direct effect on behavioral intention is perceived trust. Through the selected variables, it can assist the management in formulating the policies of an intelligent customer service system.
Authors:
Yu-Kai Huang, National Taiwan Ocean University, Taiwan
Chi-Han Huang, National Taiwan Ocean University, Taiwan
About the Presenter(s)
Professor Yu-Kai Huang is a University Associate Professor/Senior Lecturer at National Taiwan Ocean University in Taiwan
See this presentation on the full schedule – Saturday Schedule
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