Artificial Intelligence, Trust, and Continuance Intention: A Model of AI Chatbot Adoption Among Generation Z in Indonesia

Abstrak

Rapid adoption of AI in digital customer service has made AI chatbots an important tool for improving customer experience. This study investigates the variables impacting the intention of Gen Z to continue using AI chatbot-based customer service in Indonesia with an emphasis on AI and trust as key players. A total of 724 Gen Z respondents participated in the study and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicated that AI had a positive and statistically significant effect on both continuance intention and trust with trust being a partial mediator between AI and continuance intention. The proposed model accounts for 48.9% of the variance in continuance intention and 30.7% of the variance in trust. The results provided theoretical and practical implications for AI chatbot developers and marketers who seek to encourage the adoption of AI chatbots among digital natives in developing Southeast Asian nations.

Identifier

• DOI: https://doi.org/10.5281/zenodo.20455562
• OpenAlex: https://openalex.org/W7162867325