Author(s): Sameh Tebourbi, Romdhane Khemakhem
Despite the wide popularity of chatbots, little is known about the motivational drivers of how and why consumers engage with chatbots. In addition, no study has yet explored whether millennial’ consumers favor an online social presence in chatbots and to what extent this is decisive for their purchasing experience. The purpose of this study is to identify the factors which influence millennials customers’ behavior intention to use chatbots in the Tunisian context by applying the Unified Theory of Acceptance and Use of Technology 2 and the social presence theory. The method approach employed was a quantitative web-based survey. The data was collected from 340 users of chatbot applications. The proposed model was tested and confirmed using the structural equation model. The finding shows that performance expectancy, effort expectancy, hedonic motivation, and social presence significantly influence behavioral intention to adopt Chabot by millennial’ consumers. The findings provide useful insight to add to the frame of extant literature and to discuss the possible directions of research.