Investigating Decision-Support Chatbot Acceptance Among Professionals: An Application of the UTAUT Model in a Marketing and Sales Context

Abstract

This study investigates the acceptance of an AI-powered decision-support chatbot among professionals in a marketing and sales context, addressing a gap in technology acceptance research by examining data-intensive decision environments that remain underexplored. Building on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study proposes an extended model incorporating Behavioral Intention, Performance Expectancy, Effort Expectancy, Social Influence, Output Quality, Time Saving, Source Trustworthiness, Cognitive Load, and Chatbot Self-Efficacy. An experimental study was conducted with 106 professionals using a chatbot-enhanced business analytics platform to complete marketing KPI analysis tasks. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that Behavioral Intention to use decision-support chatbots is significantly influenced by Performance Expectancy, Effort Expectancy, and Social Influence. Performance Expectancy is strongly driven by Output Quality, Time Saving, and Source Trustworthiness, while Effort Expectancy is significantly shaped by reduced Cognitive Load and higher Chatbot Self-Efficacy. The findings suggest that chatbot acceptance in professional decision-making depends not only on usability and performance beliefs but also on cognitive relief, trust in information sources, and efficiency gains, highlighting important implications for both theory and the design of AI-based decision-support systems.

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