Investigating factors influencing AI customer service adoption: an integrated model of stimulus–organism–response (SOR) and task-technology fit (TTF) theory

Abstract

Purpose

Artificial intelligence (AI) customer service has grown rapidly in recent years due to the emergence of COVID-19 and the growth of the e-commerce industry. Therefore, this study employs the integration of the stimuli–organism–response (SOR) and the task-technology fit (TTF) frameworks to understand the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia.

Design/methodology/approach

The study utilised a survey-based research approach to investigate the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia. The data were collected by conducting an online survey targeting individuals aged 18 or above who had prior customer service interaction experience with human service agents but had not yet adopted AI customer service. A sample of 339 respondents was used to evaluate the hypotheses, adopting partial least squares structural equation modelling as a symmetric analytic technique.

Findings

The PLS-SEM analysis revealed that social influence and anthropomorphism have a positive direct relationship with emotional trust. Furthermore, communicative competence, technology characteristics and perceived intelligence were positively correlated with TTF. Moreover, emotional trust significantly impacts AI customer service adoption. In addition, AI readiness positively moderates the association between task technology fit and AI customer service adoption.

Practical implications

The study provides insights to individuals, organisations, the government and educational institutions to improve the features of AI customer service and its development in Malaysia.

Originality/value

The originality of this study is found in its adoption of the SOR theory and TTF to understand the factors affecting AI customer service adoption. Additionally, it incorporates moderating variables during the analysis, adding depth to the findings. This approach introduces a new perspective on the factors that impact the adoption of AI customer service and offers valuable insights for practitioners seeking to formulate effective strategies to promote its adoption.

Citation

Vafaei-Zadeh, A., Nikbin, D., Wong, S.L. and Hanifah, H. (2024), "Investigating factors influencing AI customer service adoption: an integrated model of stimulus–organism–response (SOR) and task-technology fit (TTF) theory", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-05-2024-0570