EXAMINING THE INFLUENCE OF PERCEIVED USEFULNESS ON ATTITUDE TOWARDS CHATBOTS

Abstract

In Malaysia's pursuit of the Fourth Industrial Revolution, the integration of artificial intelligence tools, notably chatbots, stands out as a key strategy for organizations aiming to elevate customer service. Chatbots are recognized as crucial tools in enhancing efficiency and optimizing customer interactions, reflecting a broader commitment to innovation in the business landscape. In recent years, AI-based chatbot adoption in business has surged, but in Malaysia, this topic is relatively unexplored in the information systems domain. Most studies lack guidance from Information System (IS) theory. This research aims to fill this gap by examining the influence of perceived usefulness on attitudes toward Chatbots, using the Technology Acceptance Model (TAM) as the IS theory reference. This study employed an online survey with purposive sampling technique, collecting data from 135 postgraduate students at Universiti Utara Malaysia within a month. However, only 121 questionnaires were deemed usable for analysis, as 14 respondents did not use chatbots. Correlational analyse was  utilized to validate the research model and test the hypothesis. The findings indicate that attitudes toward chatbots are indeed influenced by their perceived usefulness. The study provides both theoretical and practical contributions for academics and professionals. The study has acknowledged its limitations and provided valuable suggestions for future research endeavors.