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Modeling Factors Influencing Consumer Behavior: Intention to Use Chatbot Among Malaysian Public
Abstract
This research examines the factors that shape consumers' attitudes towards chatbots, considering the unique cultural and contextual characteristics of the Malaysian market. The study employs a quantitative approach and utilises survey data gathered from a representative sample of Malaysian consumers. This study examines the independent variables (IV) of technology awareness, perceived usefulness, perceived simplicity of use, trust in chatbots, and prior experience with chatbots. The dependent variable (DV) is the likelihood of utilising chatbots. The research aims to offer valuable insights into the factors that drive Malaysian customers to embrace chatbots. The findings from this study can be utilised by businesses and organisations in Malaysia to enhance their customer service through the development of more effective chatbot strategies. This study holds significance not only for the academic community but also for businesses in Malaysia seeking to leverage chatbot technology for practical purposes.
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