Consumer Propensity to Use Ai Chatbot in Purchase Decision Making from The Perspective of Valence Framework: The Role of Openness to Change and Compatibility

Abstract

This research investigates consumers' inclination to utilize AI Chatbots for purchase decisions, employing the valence framework and examining the roles of Openness to Change and Compatibility. The study surveyed 320 chatbot users in the Sumbawa District. Findings reveal that Openness to Change significantly influences chatbot users' purchasing decisions within the valence framework context, encompassing both Perceived Benefit and Perceived Risk. This highlights the crucial role of Openness to Change in understanding consumer behavior, as it can substantially impact decisions regarding chatbot usage when considering perceived benefits and risks. The research also confirms the positive effects of chatbot utilization. By incorporating Openness to Change and Compatibility, the study offers a novel perspective on chatbot usage in purchasing decisions. This approach distinguishes the research, as it applies the valence framework (Perceived Benefit and Perceived Risk) to chatbot usage while introducing the additional dimensions of Openness to Change and Compatibility.