Factors Influencing Attitude and Intension to use AI Chatbot

Abstract

Purpose

This study aims to empirically investigate the factors influencing the adoption of ChatGPT for marketing purposes, focusing on its use in underdeveloped countries, including Pakistan. The research leverages the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to explore determinants such as performance expectancy, effort expectancy, social influence, and facilitating conditions, while integrating hedonic motivation and learning value as mediators.

Methodology

The study employs a quantitative research approach, using survey data analyzed through Smart PLS-SEM. It examines ChatGPT's usability and capabilities, considering its educational value and its impact on enhancing marketing outcomes and customer engagement.

Findings

The findings reveal that performance expectancy, effort expectancy, and hedonic motivation significantly influence marketers' behavioral intentions when adopting ChatGPT. Social influence and facilitating conditions are also critical factors, moderated by cultural and technological disparities in underdeveloped regions. Learning value is found to mediate the relationship between behavioral intentions and performance expectancy, highlighting the role of knowledge enhancement in encouraging adoption.

Conclusion

This study extends the application of UTAUT2 by incorporating learning value as a mediating factor, providing a novel perspective on AI-powered marketing in resource-constrained settings. The research offers actionable insights for policymakers and marketers to overcome adoption barriers and maximize the potential of ChatGPT as a transformative marketing tool.