Abstract:

Technological advances have considerably contributed to creatingeffective communication between businesses and customers. Based on Artificial Intelligence (AI), chatbots, which are text- or voice-based virtual assistants, promote customer interaction and service at any time, and are particularly popular among young people,who constantly use smartphones for numerous transactionsand communication. The present paper, based on the UTAUT 2 model, investigates the factors affecting the intention to adopt chatbots of University students in Greece. The results of the research demonstrated that the sample is affected by five factors established by the statistical analysis of the data collected using e-questionnaires, namely, performance expectancy, social influence, facilitating factors, hedonic motivation, and trust. Two factors, however,did not fit the model; effort expectancy and anxiety. The research yielded valuable results, which should be seriously taken into account by businessesin their effort to develop chatbot strategy and design aimed at effective communication with their customers, especially young people.