Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers

Eeuwen, M. van (2017) Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers.

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Abstract:Nowadays, businesses are slowly starting to deploy mobile messenger chatbots as a new method of communication with its customers. Due to the subject’s infancy and lack of research on the subject, the purpose of this study is to explore the concept of mobile messenger chatbots and an attempt is made to determine the Dutch Millennials’ intention to use messenger chatbots as the next interface for mobile commerce. A research model is proposed based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). Data is collected by means of an online survey among 195 participants. The proposed research model is tested by means of simple regression analysis and results are cross-validated using IBM Watson Analytics. All proposed hypotheses are supported. However, there is no unambiguous answer to whether Dutch Millennials have the intention to use mobile messenger chatbots as the next interface for commerce. Nonetheless, more than half of the respondents express a positive first impression towards mobile messenger chatbots. This study knows some limitations regarding external validity and the research model is limited to five independent constructs. Additional constructs or measurement tools could be used to obtain a deeper understanding regarding the subject. Moreover, using a real-life experiment may generate distinctive results. Organizations wanting to deploy messenger chatbots, marketers and chatbot developers should consider compatibility, the consumers’ lifestyle and shopping preferences, for a successful implementation. Similarly, the consumers’ privacy concerns and resistance to intrusive mobile advertisement are important topics to be considered.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/71706
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