Examining the influence of cultural activities on chatbot intelligence perception: A detailed investigation of user viewpoints and preferences using the PLS-SEM technique

Abstract

This research explores the complex relationships among perceived ease of use, perceived usability, cultural factors, and perceived chatbot intelligence (PCI) within the UAE's service industry. Using structural equation modeling, the study analyzes data from service sector customers to identify intricate connections between these variables. The findings indicate that culture significantly moderates the relationship between perceived usefulness and PCI, underscoring the importance of cultural considerations in chatbot development and implementation. While the study provides valuable theoretical insights, it is limited by its reliance on self-reported data and the omission of certain contextual factors. The results offer practical implications for service providers and developers aiming to create more engaging and inclusive digital service experiences. Future research should address these limitations and further investigate the intricate relationship between culture, technology, and consumer perceptions in service contexts, thereby advancing service innovation and consumer engagement.