Factors Affecting Consumers Adoption of AI-Based Chatbots: The Role of Anthropomorphism

Previous studies paid more attention to factors affecting consumers intentions and behaviors adopt IT in the retail industry; however, little has been consumer chatbots retails industry. This study utilizes technology acceptance models explore these factors. Quantitative approach method using online survey was adopted collect data from Saudi Arabia We collected 903 analyzed it structural equation modeling technique. The findings indicated that perceived intelligence, ease of use, usefulness have a significant positive influence on chatbots. It also technological anxiety negative intentions. Our anthropomorphism plays moderating role relationships. offers meaningful implications for retailers marketer develop their marketing plan strategy.