Factors affecting users' intention to use chatbots in the context of Vietnam social commerce: the role of anthropomorphism

Abstract

Based on existing research, this study proposes to examine whether Anthoropomorphic of Chatbot is a factor that has a positive influence on user Intention to Use Chatbots through the intermediary role of Trust, Perceived Enjoyment, and perceived Social Presence in users. There is a total of 7 research hypotheses proposed by us based on related studies, which we summarize in the following section. A qualitative research on 8 respondants by in-dept interview technique and a quantitative research based on 334 valid survey samples has been synthesized and calculated using IBM SPSS 22 and IBM AMOS 24 software has been conducted. The results of the study show that Chatbot's anthropomorphic increases Intention to Use, Trust, Perceived Enjoyment and feel the Social Presence of Chatbot users. On the other hand, Chatbot users' Trust, Perceived Enjoyment and perceived Social Presence also had a positive influence on their chatbot usage Intention. The mediating relationships proposed in the research model also proved to be significant.