Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk
This study examines users’ perceptions of Chatbots in China, with a particular focus on the factors influencing their acceptance and usage. Grounded in the Technology Acceptance Model (TAM), we analyze data from 542 online responses to explore the roles of Perceived Authenticity, usefulness, and ris...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Series: | Systems |
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| Online Access: | https://www.mdpi.com/2079-8954/13/2/71 |
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| author | Rob Kim Marjerison Hang Dong Jong-Min Kim Hanyi Zheng Youran Zhang George Kuan |
| author_facet | Rob Kim Marjerison Hang Dong Jong-Min Kim Hanyi Zheng Youran Zhang George Kuan |
| author_sort | Rob Kim Marjerison |
| collection | DOAJ |
| description | This study examines users’ perceptions of Chatbots in China, with a particular focus on the factors influencing their acceptance and usage. Grounded in the Technology Acceptance Model (TAM), we analyze data from 542 online responses to explore the roles of Perceived Authenticity, usefulness, and risk in shaping user behavior toward AI-driven Chatbots. Using linear regression and mediation analyses, our findings indicate that both Perceived Authenticity and Perceived Usefulness positively impact users’ behavioral intentions, while Perceived Risk has a negative influence. Notably, Perceived Usefulness serves as a mediator between behavioral intentions and both Perceived Authenticity and Perceived Risk. These results contribute to the growing body of research on AI and e-commerce by providing empirical evidence of the key factors affecting Chatbot adoption. The study offers valuable implications for developers and marketers, suggesting that enhancing Perceived Authenticity and usefulness while addressing Perceived Risks can improve user acceptance. These insights are particularly pertinent for AI practitioners aiming to refine Chatbot technology and expand its application across various sectors. |
| format | Article |
| id | doaj-art-8bf443ebb33b4bb8889f8c9f20dea8d9 |
| institution | DOAJ |
| issn | 2079-8954 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Systems |
| spelling | doaj-art-8bf443ebb33b4bb8889f8c9f20dea8d92025-08-20T02:44:39ZengMDPI AGSystems2079-89542025-01-011327110.3390/systems13020071Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and RiskRob Kim Marjerison0Hang Dong1Jong-Min Kim2Hanyi Zheng3Youran Zhang4George Kuan5Institute for Sustainability Studies, Wenzhou-Kean University, Wenzhou 325060, ChinaDoctoral Student of the International Trade at the College of Social Sciences, Konkuk University, Seoul 05029, Republic of KoreaDepartment of International Trade, Konkuk University, Seoul 05029, Republic of KoreaFinance, Wenzhou-Kean University, Wenzhou 325060, ChinaFinance, Wenzhou-Kean University, Wenzhou 325060, ChinaInternational Business, International School of Management 17 Boulevard Raspail, 75007 Paris, FranceThis study examines users’ perceptions of Chatbots in China, with a particular focus on the factors influencing their acceptance and usage. Grounded in the Technology Acceptance Model (TAM), we analyze data from 542 online responses to explore the roles of Perceived Authenticity, usefulness, and risk in shaping user behavior toward AI-driven Chatbots. Using linear regression and mediation analyses, our findings indicate that both Perceived Authenticity and Perceived Usefulness positively impact users’ behavioral intentions, while Perceived Risk has a negative influence. Notably, Perceived Usefulness serves as a mediator between behavioral intentions and both Perceived Authenticity and Perceived Risk. These results contribute to the growing body of research on AI and e-commerce by providing empirical evidence of the key factors affecting Chatbot adoption. The study offers valuable implications for developers and marketers, suggesting that enhancing Perceived Authenticity and usefulness while addressing Perceived Risks can improve user acceptance. These insights are particularly pertinent for AI practitioners aiming to refine Chatbot technology and expand its application across various sectors.https://www.mdpi.com/2079-8954/13/2/71AIartificial intelligenceonline customer serviceChatbots |
| spellingShingle | Rob Kim Marjerison Hang Dong Jong-Min Kim Hanyi Zheng Youran Zhang George Kuan Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk Systems AI artificial intelligence online customer service Chatbots |
| title | Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk |
| title_full | Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk |
| title_fullStr | Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk |
| title_full_unstemmed | Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk |
| title_short | Understanding User Acceptance of AI-Driven Chatbots in China’s E-Commerce: The Roles of Perceived Authenticity, Usefulness, and Risk |
| title_sort | understanding user acceptance of ai driven chatbots in china s e commerce the roles of perceived authenticity usefulness and risk |
| topic | AI artificial intelligence online customer service Chatbots |
| url | https://www.mdpi.com/2079-8954/13/2/71 |
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