Den kommunicerande chatboten och dess uppfattning bland kommunikationsansvariga : En kvalitativ studie om kommunikationsansvarigas uppfattning av chatboten

• Main Author: Gerleman, Bettina
• Format: Others
• Language: Swedish
• Published: Stockholms universitet, JMK 2019
• Subjects: Chatbot; acceptance; Technology acceptance model; development; expected user experience; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165532

The purpose of this study is to form an understanding for communication managers acceptance of the chatbot. This understanding could be useful if the usage of the chatbot at various companies increases. This study also aims to study the relevance of Davis (1989) Technology Acceptance Model, which is one of the most frequent used theories in acceptance studies.  Hence, this study is based on the following questions: <ul type="disc">How can communication managers' perception of the chatbot be understood? Is the Technology Acceptance Model (TAM) a useful model for understanding the acceptance level of the chatbot? If not; how can it be developed to achieve this purpose? The study is based on qualitative interviews of four communication managers from different companies in the Stockholm area. The empirical data collected from the interviews has been analyzed according to thematic analysis, and further understood with support of the TAM-model. Due to the qualitative approach, but also according to the purpose of possibly developing the TAM-model, the study has been characterized by openness and ambition to explore the empirical material and theory. The study showed a unified understanding of the chatbot as helpful in simple types of customer communication areas. The technology was also considered to have a future usefulness in this area. The study also came to clarify that the respondents have shared understandings of the chatbot. The views consisted of both advantages and disadvantages of implementing a chatbot to the workplace. The opinions are based on three emerging themes that were considered relevant to the respondents; the efficient business, future vision for the chatbot and secondary view of the chatbot. The TAM-model proved helpful in understanding the empirical evidence and understanding the grounds to acceptance. The study found that the model would be made even more relevant if it would include social influence, in order to understand how the respondent is expected to understand the users experience of the chatbot. Therefore, this study has proposed an extension of the TAM-model that includes the expected user experience. By developing this parameter to the TAM-model the theory is expected to be more rewarding for further similar studies.