MEASUREMENT OF CHATBOT ACCEPTANCE FOR BUSINESS INCUBATION IN THAILAND

Abstract

Thailand's government agencies, private sectors, and educational institutions value startups through funding, infrastructure, and business incubation programs that are important in educating, guiding business development, and mentoring early-stage startups. The use of technology to support the business incubation process is continuously under consideration, and chatbots are among the most popular technologies on the rise. It is a virtual assistant that provides users with information and recommendations. This study seeks to determine the acceptability of chatbot technology that serves as incubator program staff, advising startups on business development and providing them with information and fundamental knowledge. Using partial least squares structural equation modeling (PLS-SEM), the technology acceptance of a sample group of Thai entrepreneurs was evaluated. The results indicated that perceived efficacy and service quality were the determinants of user satisfaction. Additionally, user contentment was a factor influencing adoption intent. Therefore, it can be concluded that if the technology for the virtual incubation assistant has a good service model and makes users perceive its benefits, they will be content and want to use it. Chatbot technology can potentially help incubate businesses and provide advice and fundamental knowledge to startups in their early stages.