Factors affecting consumer’s purchase intention of chatbot commerce in Thailand

Abstract

This study examines the factors influencing consumer’s purchase intention of chatbot commerce in Thailand. The elements of chatbot include the anthropomorphism factor, social presence factor, and perceived enjoyment factor, whereas the outcome variable is purchase intention. This study employed a quantitative approach to gathering data for statistical analysis through stratified random sampling in a total of 388 completed questionnaires were for data analysis. The conceptual framework was examined with the multiple regression analysis (MRA). Findings reveal that the anthropomorphism factor and the perceived enjoyment factor are significant predictors of purchase intention. But social preference factor is not. In future research, comprehensive coverage of chatbot commerce in several online shopping categories is recommended to obtain an extensive result.