Factors Influencing the Behavioral Intention of Financial Service Chatbot Users
Keywords:
Financial Service Chatbot, Social Influence, Marketing Influence, Behavioral IntentionAbstract
Factors Influencing the Behavioral Intention of Financial Service Chatbot Users. The sample group is research from 400 people in the Bangkok Metropolitan Area. The proposed concept of the model of this research is based on the Technology Acceptance Model (TAM). These research objectives are (1) to study social influence, marketing influence, perceived usefulness, trust and behavioral intention in financial services chatbots, and (2) to test Factors Influencing the Behavioral Intention of Financial Service Chatbot Users. The questionnaire is the tool for data collection. The statistics for data analysis were frequency, percentage, distribution, mean and standard deviation. The statistical hypothesis testing included Correlation Coefficient, Regression Analysis at the 0.05 level significance and Serial Mediation Variables. The results revealed that social influence has no direct impact on perceived usefulness, marketing influence has direct impact on perceived usefulness, perceived usefulness has a direct impact on trust, social influence and trust have a direct impact on behavioral intentions and marketing influence has no direct impact on behavioral intentions.
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