Human Information Interaction

fa بررسی قصد استفاده از چت‌بات‌های مبتنی بر هوش مصنوعی توسط مشتریان با رویکرد پذیرش تکنولوژی Investigating the Intention to Use Artificial Intelligence-Based Chatbots by Customers with a Technology Acceptance Approach تخصصي Special پژوهشي Research <div style="text-align: justify;">هدف: چت‌بات‌ها به‌عنوان یکی از دستاوردهای هوش مصنوعی، توانسته‌اند شیوه ارائه خدمات مشتری را دگرگون سازند. با گسترش این فناوری در سازمان‌ها، شناخت عواملی که بر قصد استفاده مشتریان از چت‌بات‌های هوشمند تأثیرگذارند، به ضرورتی اجتناب‌ناپذیر تبدیل‌شده است. پژوهش حاضر با رویکرد مدل‌های پذیرش فناوری، در پی تبیین عوامل مؤثر بر تمایل مشتریان به استفاده از چت‌بات‌ها در تعاملات خدماتی است. روش پژوهش: این پژوهش از نوع کمی، کاربردی و به روش توصیفی– پیمایشی انجام‌شده است. در این پژوهش، جامعه آماری شامل کلیه افرادی است که به‌عنوان مشتری، تجربه استفاده از خدمات چت‌بات‌های مبتنی بر هوش مصنوعی را داشته‌اند. نمونه آماری این تحقیق شامل ۲۳۰ نفر از این افراد است. به‌منظور تحلیل داده‌های گردآوری‌شده، پس از تأیید شاخص‌های اندازه‌گیری، مدل ساختاری پژوهش، با بهره‌گیری از نرم‌افزار SmartPLS ارائه و آزمون شده است. یافته‌ها: این تحقیق به بررسی درک چگونگی و چرایی تصمیم کاربران برای استفاده از چت‌بات‌های مبتنی بر هوش مصنوعی پرداخت. بر اساس اهداف تحقیق، 9 فرضیه به‌منظور بررسی و ارزیابی تعریف و طراحی شد و از میان 9 فرضیه مطرح‌شده، 7 فرضیه تأیید و 2 فرضیه رد شد. نتیجه‌گیری: با ادغام ربات‌های چت در فرایندهای تجاری، سازمان‌ها می‌توانند کانالی نوآورانه برای ارتباط با مشتریان ایجاد کنند. چت‌بات‌ها به دلیل ارتباط مستقیم با کاربران و نقش آن‌ها در تسهیل فرایندهای مختلف، نیازمند طراحی با دقت و توجه به اصول کاربردپذیری هستند. یک چت‌بات کاربرپسند نه‌تنها موجب افزایش رضایت کاربران بلکه به پذیرش بیشتر این فناوری‌ها در میان عموم مردم کمک کند.</div> <div style="text-align: justify;">Introduction In recent years, advancements in technology, particularly in artificial intelligence, have significantly transformed how customers interact with businesses. One of the most prominent manifestations of this transformation is the emergence of chatbots as intelligent digital agents in marketing and customer service. Chatbots are AI-powered programs capable of responding to user inquiries through text or voice interactions, playing a crucial role in enhancing the efficiency of customer-organization communication. These tools enable companies to provide 24/7 services, reduce response times, increase customer loyalty, and save human resources. Unlike human agents, chatbots are unaffected by factors such as fatigue or holidays, ensuring constant availability. However, traditional customer service channels like email, websites, or phone calls remain popular among some customers. In the retail sector, chatbots facilitate effective customer-brand interactions by offering convenience, flexibility, and easy access. They streamline the online shopping process by providing quick responses and guiding users, creating a seamless and satisfying experience while addressing the impersonal nature of e-commerce. Recent advancements in natural language processing have enabled chatbots to perform complex tasks, such as analyzing customer preferences and delivering personalized responses. These capabilities, combined with the widespread use of messaging platforms, have driven the growth of the chatbot industry. Nevertheless, concerns like data security and privacy pose significant barriers to widespread adoption, requiring careful consideration from system designers. This study, grounded in the Technology Acceptance Model, examines factors such as trust, personal innovativeness, ease of use, social influence, and hedonic motivation to understand the reasons behind users’ acceptance or rejection of chatbots. Methods and Materoal This study adopts a quantitative approach with an applied objective, utilizing a descriptive-survey design. The target population consists of Iranian users with experience using AI-based chatbots in online customer service platforms, such as websites, apps, or messaging services. Inclusion criteria required participants to have used at least one service-oriented chatbot and to be familiar with digital tools. Exclusion criteria included incomplete questionnaires, lack of actual chatbot experience, or use of chatbots for non-customer-service purposes (e.g., entertainment or language learning). To enhance accuracy and minimize bias, the influence of the chatbot’s application domain (e.g., retail, banking, education, or healthcare) was analyzed using variance analysis and control of contextual variables. Data were collected through three primary methods: documentary studies, electronic resources, and field research. The data collection tool was a questionnaire based on a 5-point Likert scale (ranging from “strongly disagree” to “strongly agree”), measuring variables such as trust, hedonic motivation, social influence, personal innovativeness, perceived usefulness, ease of use, attitude, and intention to use. The questionnaire was designed based on standardized scales from prior research, and its content validity was confirmed by experts. Resultss and Discussion The findings indicate that trust, personal innovativeness, and ease of use significantly influence the perceived usefulness of chatbots. Trust enhances perceived usefulness by providing accurate and prompt responses. Personal innovativeness strengthens this perception by aligning chatbots with users’ needs, while ease of use, by simplifying interactions, positively affects both perceived usefulness and users’ attitudes. Both perceived usefulness and positive attitudes directly increase the intention to use chatbots. However, social influence and hedonic motivation did not show a significant impact on perceived usefulness, possibly due to customers’ preference for traditional channels or the functional focus of chatbots over entertainment. Conclusion This study reveals that trust, personal innovativeness, and ease of use are critical drivers of chatbot adoption. Trust, fostered through reliable and swift responses, enhances the perception of chatbots’ usefulness. Personal innovativeness aligns chatbot functionalities with users’ creative needs, further boosting this perception. Ease of use simplifies interactions, fostering positive attitudes and increasing the intention to use chatbots. The lack of significant impact from social influence may stem from customers’ preference for traditional channels like email or phone calls. Similarly, hedonic motivation’s limited effect could be attributed to the service-oriented nature of chatbots, which prioritizes efficiency over enjoyment. Chatbots, by automating routine tasks, offering predictive analytics, and enhancing customer experiences, serve as innovative tools in digital services. However, challenges such as data security and privacy concerns remain barriers to broader adoption. Designing user-friendly and trustworthy chatbots can enhance their acceptance and improve the digital customer experience. This study recommends further research on non-users and environmental factors that may hinder the impact of social influence and hedonic motivation to better understand adoption barriers.  </div> چت بات ها, هوش مصنوعی, نگرش, قصد استفاده, مدل پذیرش تکنولوژی Chatbots, Artificial Intelligence, Attitude, Intention to Use, Technology Acceptance Model 20 42 http://hii.khu.ac.ir/browse.php?a_code=A-10-821-4&slc_lang=fa&sid=1 Soheila shirezhian سهیلا شیرژیان Soheila.shirezhian92@gmail.com 10031947532846006153 0009-0001-9824-9634 No Master of business management, Department of Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran . گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران. seyed mehdi mirmehdi سید مهدی میرمهدی mirmehdi@malayeru.ac.ir 10031947532846006154 10031947532846006154 Yes Associate Professor, Department of Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران.