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Consumer Acceptance Of Ai Chatbots In Marketing: Reassessing And Extending Technology Acceptance Models

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  • BOGDAN-ALEXANDRU PANDURU

    (WEST UNIVERSITY OF TIMISOARA, FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION)

Abstract

Artificial intelligence (AI), particularly AI-based chatbots, has transformed customer service interactions across multiple industries. However, a significant discrepancy exists between organizations' favorable attitudes toward AI implementation and consumers' potential resistance to these technologies. Employing a structured narrative review, this paper reviews, reassesses and categorizes established individual-level technology acceptance frameworks — specifically the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT/UTAUT2), and the Artificial Intelligence Device Use Acceptance (AIDUA) model — to explain consumer adoption of AI chatbots. While established antecedents such as perceived usefulness and effort expectancy remain relevant, the distinct nature of AI necessitates adapting these frameworks with emerging antecedents, notably anthropomorphism, perceived intelligence, trust, perceived risk, and authenticity. The paper further explores broader behavioral models (Theory of Reasoned Action, Theory of Planned Behavior) and macro-level perspectives (Diffusion of Innovations) to capture adoption patterns over time. Finally, directions for future research are outlined, emphasizing empirical validation of emerging antecedents and expanding inquiry to broader AI marketing applications such as dynamic pricing and AIgenerated content.

Suggested Citation

  • Bogdan-Alexandru Panduru, 2026. "Consumer Acceptance Of Ai Chatbots In Marketing: Reassessing And Extending Technology Acceptance Models," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 671-677, August.
    • Handle: RePEc:cbu:jrnlec:y:2026:v:4:p:671-677
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