The Acceptance of Technology and Online Consumer Behavior are Related to Purchasing Decisions Made Through Store Chatbots on Applications
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Abstract
The objectives of this research were to examine technology acceptance factors related to consumers’ purchase decision-making through merchant chatbots on applications, and to investigate online consumer behavior factors related to purchase decision-making through merchant chatbots on applications. This study employed a quantitative research approach. The sample consisted of individuals residing or working in Bangkok who had experience purchasing products via merchant chatbots on applications. The samples were selected using purposive sampling, and the sample size was determined using W.G. Cochran's formula, resulting in a total of 400 respondents. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics, including one-way ANOVA and multiple linear regression. The results revealed that: (1) overall technology acceptance related to purchase decision-making through merchant chatbots on applications was at a high level. Perceived ease of use and perceived risk were significantly related to purchase decision-making through merchant chatbots on applications at the 0.05 level of statistical significance. (2) Overall, online consumer behavior related to purchase decision-making through merchant chatbots on applications was also at a high level. Online emotional factors and continuity factors were significantly related to purchase decision-making through merchant chatbots on applications at the 0.05 level of statistical significance.
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