Personal Chatbot Evaluation with Elaboration Likelihood Model on Social Messaging Application

This study proposes a chatbot technology adoption model with an elaboration likelihood model theory approach. The theory of technology acceptance model (TAM) is used as a reference for the development of models that not only evaluate models functionally such as perceived ease-of-use and perceived usefulness but also socially such as perceived sociability. Hypothesis testing was carried out by analyzing the respondent's data with a total of 392 data using the CB-SEM method. It was found that the ELM theory can be applied in the context of the adoption of chatbot technology. The peripheral route (visual attractiveness, language mastery, and reputation) has a positive correlation with perceived sociability. The central route has a strong positive correlation to perceived usefulness and a moderate positive correlation to perceived ease of use. Perceived sociability and perceived usefulness were found to strongly predict user intentions to interact. Meanwhile, perceived ease-of-use does not have a significant effect on user intentions for continuous interaction. This research reinforces previous studies which found that chatbots need not only functional acceptance but also social acceptance. With these results, developers can find out how priorities must be arranged in the development of chatbots that are used sustainably by their users.