Analisis Behavioral Intention Penggunaan Chatbot AI Shopee Penerapan Model UTAUT2
DOI:
https://doi.org/10.37385/d5gdkk67Keywords:
Behavioral Intention, Chatbot AI, Shopee, UTAUT2, E-commerceAbstract
Perkembangan teknologi Artificial Intelligence (AI) mendorong platform e-commerce untuk menghadirkan layanan yang lebih cepat dan efisien, salah satunya melalui chatbot AI. Namun, tingkat penerimaan pengguna terhadap teknologi tersebut masih menjadi isu yang perlu dikaji. Penelitian ini bertujuan untuk menganalisis pengaruh Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, dan Habit terhadap Behavioral Intention pengguna Chatbot AI Shopee pada mahasiswa Universitas Dian Nuswantoro. Penelitian ini menggunakan model Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) sebagai landasan teoritis. Metode penelitian yang digunakan adalah kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner secara daring menggunakan Google Form dan secara langsung kepada mahasiswa Universitas Dian Nuswantoro yang pernah menggunakan Chatbot AI Shopee. Jumlah responden yang dianalisis sebanyak 150 orang. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Facilitating Conditions dan Price Value berpengaruh positif dan signifikan terhadap Behavioral Intention. Sementara itu, Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, dan Habit menunjukkan pengaruh positif, tetapi tidak signifikan terhadap Behavioral Intention. Penelitian ini menyimpulkan bahwa niat mahasiswa untuk menggunakan Chatbot AI Shopee lebih dipengaruhi oleh ketersediaan fasilitas pendukung dan nilai manfaat yang dirasakan dibandingkan faktor-faktor lainnya dalam model UTAUT2.
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