Revisiting Technology Acceptance: A Conceptual Study on Chatbot Adoption in Malaysia’s Public Sector

Abstract

The adoption of chatbots in the public sector has the potential to significantly enhance public service delivery. In this regard, government agencies are seeking to leverage technology to enhance service delivery, improve efficiency, and provide round-the-clock assistance to citizens. Understanding chatbots adoption intention among Society towards public sector in Malaysia will enable the resources to be reallocated more efficiently as well as to help in developing chatbots that are culturally and socially relevant. This will then improve the effectiveness and acceptance level of the chatbots adoption from the public community. Thus, investigating the AI chatbots adoption intention towards the public sector among society in Malaysia is crucial. Literature has shown that study on chatbots adoption intention among society towards the public sector in Malaysia is still lacking. Previous studies have suggested future research to explore the effectiveness of chatbot services for purposes beyond health information and healthcare institutions and focus on user-centric approaches to AI chatbot development. Therefore, this study aims to access the chatbots adoption intention among society towards the public sector in Malaysia and examine the mediating role of attitude in this research context. In this study, quantitative research approaches will be employed with target population of Malaysian community. Convenience sampling will be used to recruit a total of 150 respondents for this study. Data will be collected using a set of self-administered questionnaires and analysed using SPSS and SmartPLS. This research would be able to provide an insight into chatbots adaption intention of Malaysian community towards the public sector. The findings of this study would also be able to provide some practical implications for the public sector to enhance service delivery for creating more user-friendly, trusted, and widely accepted AI solutions in the public sector.