UNDERSTANDING CUSTOMER ACCEPTANCE OF AI CHATBOTS USING THE TECHNOLOGY ACCEPTANCE MODEL (TAM)

This study examined customer acceptance of AI chatbots using the Technology Acceptance Model (TAM) and an extended framework incorporating trust and perceived security. The findings demonstrate that perceived usefulness, perceived ease of use, perceived security, and behavioral intention play significant roles in shaping users’ attitudes toward AI chatbot adoption. The results confirm that usability and usefulness remain fundamental drivers of technology acceptance, while security and privacy concerns strongly influence trust in AI systems. By enhancing system usability, ensuring data security, and promoting digital literacy, organizations can increase customer acceptance and maximize the benefits of AI chatbot technology. Overall, the study contributes to the growing body of literature on AI-driven customer service technologies and provides valuable insights for both researchers and practitioners seeking to understand and improve the adoption of AI chatbots in digital environments.

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