Integration of AI Chatbots in MSMEs: Factors Affecting Adoption and Their Effects on Organizational Performance
Description
INTEGRATION OF AI CHATBOTS IN MSMES: FACTORS AFFECTING ADOPTION AND THEIR EFFECTS ON ORGANIZATIONAL PERFORMANCE The research objects focus on the following construct: 1. Organizational Readiness 2. Competitive Pressure 3. AI CHatbot Adoption 4. Organization Performance This study uses a quantitative survey design to identify the factors that influence the adoption of AI chatbots in the MSME sector and their impact on organizational performance. This approach was chosen to measure the relationship between variables and provide a clear explanatory framework for understanding the impact of these factors on tourism innovation. The primary tool used for data collection is a 5-point Likert scale questionnaire (1 = strongly disagree, 5 = strongly agree). The questionnaire covers various indicators related to organizational readiness (cultural readiness, strategic readiness, IT readiness, innovation valence, cognitive readiness, and partnership readiness), competitive pressure (product substitutability, market size, and entry costs), AI chatbot adoption (perceived usefulness, perceived ease of use, subjective norms, compatibility, facilitating conditions, trust), and organization performance (financial performance, personal satisfaction, stakeholder perspective, and personal growth). A pilot test was conducted to ensure the validity and reliability of the instrument, involving a small sample of respondents similar to the study population. The unit of analysis in this study includes approximately 250 MSME owners or managers in Bandung City who have adopted chatbots. Data collected from the survey were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This method was chosen because it can effectively handle small to medium-sized samples. The analysis involved two main stages: the measurement model and the structural model. The measurement model evaluated the reliability and validity of the constructs, while the structural model tested the hypothesized relationships between organizational readiness, competitive pressure, AI chatbot adoption, and organization performance. The PLS-SEM approach provided a comprehensive understanding of the factors driving AI chatbot adoption by SMEs and their impact on organization performance.
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Institutions
- Bina Nusantara University