Consumers' perception and attitude towards chatbots' adoption. A focus on the Italian market.
Author
Candela, Edmondo
Term
4. term
Publication year
2018
Submitted on
2018-06-06
Pages
103
Abstract
This thesis investigates how Italian consumers perceive and feel about chatbots and how these evaluations shape their willingness to adopt the technology. The analysis integrates Uses and Gratifications Theory (UGT), the Technology Acceptance Model (TAM), and Diffusion of Innovation (DOI) into a single conceptual framework to derive testable hypotheses. These hypotheses are examined through a quantitative questionnaire distributed via online channels (including Facebook groups, Instagram, and WhatsApp) and analyzed statistically to map relationships among perception, attitude, and adoption. Findings indicate a significant association whereby more positive perceptions and attitudes correspond to a higher likelihood of chatbot adoption, with productivity emerging as the primary motivation for use. The study concludes with practical recommendations for companies and suggestions for future research.
Dette speciale undersøger, hvordan italienske forbrugere opfatter og forholder sig til chatbots, og hvordan disse vurderinger påvirker villigheden til at tage teknologien i brug. Analysen integrerer Uses and Gratifications Theory (UGT), Technology Acceptance Model (TAM) og Diffusion of Innovation (DOI) i en samlet begrebsramme, som danner grundlag for testbare hypoteser. Hypoteserne testes med en kvantitativ spørgeskemaundersøgelse distribueret via onlinekanaler (bl.a. Facebook-grupper, Instagram og WhatsApp) og analyseres statistisk for at kortlægge relationer mellem perception, holdning og adoption. Resultaterne peger på en signifikant sammenhæng, hvor mere positiv perception og holdning er forbundet med større tilbøjelighed til at anvende chatbots, og produktivitet fremstår som den stærkeste motivation for brug. Afslutningsvis præsenteres praktiske anbefalinger til virksomheder samt forslag til fremtidig forskning.
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