An Exploration of Millennials' Attitudes Towards the Use of Artificial Intelligence Chatbots for Customer Service within E-commerce Platforms

Authors

DOI:

https://doi.org/10.33422/icbml.v1i1.374

Keywords:

AI Chatbots, Customer Service, Electronic Commerce, Millennial, Technology Acceptance Model (TAM)

Abstract

The research aims to identify the determinants impacting millennials' adoption intention towards AI-powered chatbots in eCommerce customer service. This quantitative study employed a survey instrument to collect data from 113 millennials, utilizing a convenience sampling approach. The well-established Technology Acceptance Model (TAM) served as the foundation, extended to incorporate trust and social influence alongside perceived usefulness and ease of use. Linear regression analysis tested the hypothesized relationships. The findings reveal a significant positive influence of all four factors (PU, ease of use PU, PEOU, trust, and SI) on millennials' intention to utilize AI chatbots. Trust emerged as the most impactful determinant. The study's generalizability might be limited due to the sample size and recruitment method.  Future research should consider a more diverse sample encompassing socio-cultural, technical, and socioeconomic factors. E-commerce companies can leverage these findings to optimize their AI chatbots for customer service and achieve greater adoption among millennials.  Strategies include prioritizing trust-building mechanisms, harnessing social influence, enhancing the perceived usefulness of the chatbot's functionalities, and ensuring user-friendly interfaces. This research contributes to narrowing the knowledge gap by investigating factors influencing millennials' adoption of AI chatbots in eCommerce customer service.

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Author Biographies

Mohd Nasim Uddin, International Business School, Teesside University, Middlesbrough TS1 3BA, England

Mohd. Nasim Uddin is a student who is currently pursuing his M.Sc. in International Management (Digital Business) at Teesside University, Middlesbrough. He has a wealth of experience in the field of business, having completed his Post-Graduation Diploma in HRM from Bangladesh Institute of Management, Bangladesh, a Master of Business Administration from the International Islamic University of Chittagong, Bangladesh, and a Bachelor of Business Administration from the same university.

 

With a keen interest in both the theoretical and practical aspects of business management, Nasim has complemented his academic pursuits with valuable work experience. He currently serves as a PASS Leader at Teesside University, a role he has held since 2022. This position reflects his commitment to academic excellence and leadership, contributing to the growth and development of fellow students.

 

Before embarking on his current academic endeavour, Nasim played a pivotal role at SGS Bangladesh Ltd, Bangladesh, where he served as a Senior Executive in Business Development from 2017 to 2022.

 

Nasim's research interests span a wide array of topics within the field of business management. His fascination with the intersection of technology and business is evident in his focus areas, which include business management and operation, business analytics, digital marketing, sustainability, customer behaviour and experience, social media, and digital transformation. This interdisciplinary approach reflects Nasim's holistic understanding of the contemporary business landscape.

Wee Thiam Low, International Business School, Teesside University, Middlesbrough TS1 3BA, England

Dr Wee Thiam Low is a lecturer in Digital Marketing at Teesside University International Business School. He was awarded his PhD in Marketing from Teesside University in 2021.

Wee Thiam’s research interests cover several areas across digital marketing and traditional marketing, which include consumer decision-making, influencer marketing, e-branding, e-marketing communication, strategic marketing, digital optimisation and analytics. His PhD examined consumer decision-making styles with the influences of product and situational involvement using a mixed-method research design.

Prior to his academic career, Wee Thiam was a social media and branding specialist in the largest media and entertainment conglomerate in Malaysia. He also held a role as an art director in Saatchi and Saatchi Malaysia, a leading global advertising agency, to develop global marketing strategies, improving market reach and coverage. He brings a lot of practical knowledge and experience into the classroom to aid the students understanding and application of theory and practice in the digital sphere, leading to excellent student feedback on his engaging and practice-oriented teaching.

Wee Thiam teaches across different modules including Business Research Methods, Digital Optimisation, Analytics and Metrics, Strategic Digital Marketing, Professional Marketing Project, Digital Marketing in Practice, Fundamentals in Digital Marketing, to mention a few. Other teaching and research commitments include supervision of research projects at PhD, DBA, Masters and undergraduate levels.

Mohammad Afjalur Rahman, Lecturer in Accounting, Department of Business Administration, International Islamic University Chittagong.

With over ~5-years of professional experience as a Lecturer in the field of—Principles of Accounting, Financial Accounting, Auditing, Taxation, Advanced Financial Accounting, Financial Statement Analysis, my goal is to add value and indoctrinate the masses with the acquired knowledge. During my tenure at both International Islamic University Chittagong (IIUC) and University of Creative Technology Chittagong (UCTC), I was primarily involved in teaching courses in Accounting Discipline, Curricular Design, Strategic Decision Making, Financial Planning, Student Counseling, Corresponding with University Grants Commission (UGC).

I take the pleasure of acknowledging my gratitude to have completed my graduation (BBA in Accounting), and post-graduation (MBA in Accounting), from IIUC. I have had training in Statistical Software - SPSS, AMOS, and Accounting Software - QuickBooks.

Right now, I am a full-time Lecturer in Accounting at the Dept. of Business Administration, IIUC, where my center responsibilities are teaching at Bachelor's and Master's levels and performing other administrative duties accordingly.

Having a strong knack for research led me to get a few of my academic writings published in different international journals and conferences. In line with my goal to serve with teaching and research, I keep myself involved in the following research interests in areas like—Financial Disclosure, Social Accountability Disclosure, Sustainability Reporting, Safety Disclosure, Social Business, Auditing, Management Accounting, Technology in Accounting and Auditing, Public Policy, Corporate Governance.

Sadaf Mokhtar, International Business School, Teesside University, Middlesbrough TS1 3BA, England

Student at Teesside University. 

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Published

2024-07-29

Issue

Vol. 1 No. 1 (2024): Proceedings of The International Conference on Business, Management and Leadership

Section

Articles

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Copyright (c) 2024 Mohd Nasim Uddin, Wee Thiam Low, Mohammad Afjalur Rahman, Sadaf Mokhtar

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.