A Model for Adoption of Chatbots in Kenya: a Case Study of Zuku Telegram Bot

Abstract

The 21st century customers are tech savvy, and they expect a company’s or business communication system to be seamless, real-time and customized. Social media has become a preferred tool of communication for connecting and bringing people closer despite the geographical and time boundaries that limited the traditional forms of communication. The use of the social media platform is also ideal for online chatbots. Due to the high social media presence both organizations and customers customer queries have increased the need for tools that will enable real-time and 24hours responses. The use of online chatbot is ideal and has significant benefits to an organization. However, chatbots adoption in companies is relatively a recent concept and there is limited literature specifically on chatbots adoption models or frameworks especially in Kenya. A survey was used to collect quantitative data from the customers. The data sample was then analyzed using factor analysis and multiple regression analysis. The study established that performance expectancy, effort expectancy, social influence and security were key determinants for chatbot adoption and were being moderated by age, gender and experience. Key words: chatbot, model, adoption