AI-Powered Chatbots in the Telecommunications Industry in Jordan: Studying the Factors Impacting Consumer Adoption

Abstract

This study empirically investigates the factors influencing Jordanian customers’ behavioral intention to adopt the Hala Chatbot in the telecommunications sector. Based on existing literature, the research identifies five key factors; perceived ease of use, perceived usefulness, perceived enjoyment, trust, and service quality that shape attitudes toward chatbot usage. The study also examines the mediating role of attitude and the moderating effect of user satisfaction. Data were collected through a questionnaire from a purposive sample of 307 Zain chatbot users. Statistical analyses were performed using Smart-PLS. The findings reveal that perceived usefulness, service quality, and trust significantly influence behavioral intention, with perceived usefulness and service quality having the strongest positive impact. Additionally, perceived ease of use, perceived usefulness, trust affect attitudes toward chatbots, with service quality demonstrating the most substantial influence. However, neither ease of use, perceived enjoyment nor user satisfaction affect the relationship between attitude and behavioral intention. These results offer valuable insights for improving chatbot adoption strategies in the telecommunications industry, highlighting the critical roles of perceived usefulness, service quality, and trust in shaping user behavior and attitudes.