Exploring Key Issues Affecting Consumers’ Intention to Use Chatbots in Cross-Border E-Commerce Activities

Cross-border e-commerce enterprises are increasingly using conversational AI (chatbots) for customer service due to the perceived benefits and reduced operational costs of this emerging technology. However, despite the significant improvement in accuracy and effectiveness of chatbots, consumers are still in a passive state regarding its usage. This paper aims to investigate the key issues towards chatbots use across cross-border e-commerce activities. Fifteen in-depth semi-structured interviews were conducted that involved in cross-border e-commerce activities, and the interview data was then analyzed through a thematic analysis method. A concept map was developed in the final that represent the identified themes. The findings indicated that perceived ease of use, technology maturity, forced to use, perceived value and psychological needs have an impact on consumers’ intention to adopt chatbots. Results of the study offered meaningful implications for cross-border marketer to optimize customer service capabilities and develop their marketing plan and strategy.