The Persuasion Knowledge Model as a Determinant of Trust in Chatbot Adoption

dc.contributor.advisorBlazevic, V
dc.contributor.authorHendriks, Janne
dc.description.abstractChatbots have become increasingly popular in today’s era of rapid advances in artificial intelligence and the widespread use of messaging services. However, the widespread use of chatbots is hindered by challenges related to customer trust in chatbots. To address these challenges, it is crucial to understand the factors that influence customer trust in chatbots. This study examines the role of the Persuasion Knowledge Model (PKM) on trust in chatbots and the intention to use chatbots, and whether anthropomorphic chatbot characteristics moderate the relationship between the PKM and trust in chatbots. A quantitative experiment was conducted by distributing an online survey to 134 participants via the crowdsourcing platform Prolific. The analysis reveals no relationship between persuasion knowledge and trust in chatbots, a strong relationship between agent knowledge and trust in chatbots, and a weak relationship between topic knowledge and trust in chatbots. The presence or absence of anthropomorphic chatbot characteristics does not moderate these relationships. These findings contribute to our understanding of customer trust in chatbots and provide insights for organizations to design more effective and trustworthy chatbot interactions.
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Innovation and Entrepreneurship
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.titleThe Persuasion Knowledge Model as a Determinant of Trust in Chatbot Adoption
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