Abstract:
This study investigates the behavioural intention to use artificial intelligence (AI)
chatbots in online shopping among Sri Lankan state university undergraduates, a key
demographic in the nation’s expanding e-commerce landscape. With rapid
advancements in AI, chatbots have become essential tools for enhancing customer
interaction and improving operational efficiency in digital retail. The research
employs the Unified Theory of Acceptance and Use of Technology (UTAUT)
framework, extended with trust, to examine the effects of performance expectancy,
effort expectancy, social influence, facilitating conditions, and trust. A quantitative
approach was adopted, utilising a structured questionnaire distributed to 384 students
from 17 universities. Data were analysed using SPSS through descriptive statistics,
Pearson correlation, and multiple regression. The findings reveal that performance
expectancy, effort expectancy, and trust have a significant positive influence on
behavioural intention, with trust and performance expectancy identified as the
strongest predictors. Social influence and facilitating conditions exhibited no
significant effect, indicating that students prioritise utility, usability, and reliability
over peer opinions or infrastructural support. While the quantitative methodology
ensures generalisability, it may limit psychological insights; therefore, future research
could adopt mixed-method approaches. As one of the pioneering UTAUT based
investigations in this context, this study offers valuable insights for developers, e commerce retailers, and policymakers to design reliable, user centric chatbot systems
that foster trust and adoption in emerging markets such as Sri Lanka.
