To Determine Young Consumers' Perceived Value and Its Impact on the Adoption of Mobile App Chatbots in Malaysia

Ong, Jaslyn Xin Ru (2024) To Determine Young Consumers' Perceived Value and Its Impact on the Adoption of Mobile App Chatbots in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Recent advancements in technology have significantly accelerated the integration of artificial intelligence, particularly chatbots, into various domains, including mobile applications. Chatbots, designed to simulate human conversation, have become key tools for enhancing user experiences by providing real-time assistance and personalised services. Despite their growing presence, there is a notable gap in understanding how tech-savvy young consumers perceive the value of mobile app chatbots and how these perceptions influence their adoption intention. This study addresses this gap by examining the perceived value among young consumers in Malaysia with the focus on factors such as usefulness, enjoyment, and technological barriers. By understanding the drivers and barriers to chatbot adoption, businesses can develop more effective strategies to enhance user engagement and satisfaction. This study adopts an inclusive research model rooted in the Value-based Adoption Model (VAM) to predict young consumers’ adoption intention towards mobile app chatbots. This study intends to extend the application of the traditional framework by incorporating perceived trust, which may influence young consumers' perceived value and ultimately impact their adoption intention of mobile app chatbots. This quantitative study was conducted through an online survey and collected a total of 100 respondents, targeting young consumers between 18 and 30 years old in Malaysia. The collected data were analysed using SPSS to determine the relationships between perceived value and chatbot adoption. The SmartPLS analysis further confirms the hypothesised model. The findings of this study show that usefulness, enjoyment, and perceived trust significantly and positively influence young consumers' perceived value of mobile app chatbots. On the other hand, the variables of technicality and perceived fees were found to be insignificant in shaping the perceived value of mobile app chatbots among young consumers in Malaysia. In particular, the study’s results contribute to refining the VAM by incorporating perceived trust as the key mediator and moderator, offering a deeper understanding of the factors that influence mobile app chatbot adoption. The results demonstrate that perceived trust significantly acts as both a mediator and a moderator within the VAM framework. These results can further guide businesses in optimising their mobile application chatbot features and strategies to better engage young consumers and enhance their overall user experience.