Factors Influencing the Behavioral Usage of AI Chatbots among Generation Y and Z in the Central Region of Thailand
DOI:
https://doi.org/10.55164/ecbajournal.v18i1.278858Keywords:
Acceptance and Use of Technology, Diffusion of Innovation, AI Chatbot Usage BehaviorAbstract
This research aims to examine the factors influencing the usage behavior of AI chatbots among Generation Y and Z users. The study employs a quantitative research approach, utilizing a questionnaire to collect data from a sample of 400 respondents. The sample comprises individuals born between 1981 and 2012 who have used AI chatbots at least once in the past month. Data analysis was conducted using percentage, mean, standard deviation, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings indicate that demographic factors (gender, age, education level, occupation, average monthly income, and work experience), technology acceptance and usage factors, and innovation diffusion factors P-valuenificantly influence the AI chatbot usage behavior of Generation Y and Z users at a statistically P-valuenificant level. The findings of this study are beneficial to entrepreneurs and organizations, as they can be utilized to develop products that align with user needs, formulate business and marketing strategies, enhance operational efficiency, and implement AI chatbot technology effectively within the business sector in accordance with market demands.
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