Citation:

Catherine Christiana Tjandra, Haris Maupa, Cokki "Integrating the Technology Acceptance Model and Theory of Planned Behavior to Explain Continuance Use of E-Commerce Chatbots: A Theoretical Perspective" International Research Journal of Economics and Management Studies, Vol. 5, No. 10, pp. 35-44, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I10P105

Abstract:

This paper aims to develop a theoretical perspective integrating the Technology Acceptance Model and the Theory of Planned Behavior to explain continuance use intention toward e-commerce chatbots. Although existing research has examined technology acceptance and chatbot adoption, the theoretical understanding of consumers’ continued chatbot usage remains an important area for further development. This paper conceptually examines the complementary roles of perceived ease of use, perceived usefulness, attitude, and subjective norm in explaining continuance use intention. Chatbot quality and user satisfaction are also incorporated to extend the discussion beyond initial technology acceptance toward users’ post-adoption experiences. The proposed theoretical framework illustrates how technology-related perceptions and social influences may jointly shape users’ attitudes and continued engagement with e-commerce chatbots. By integrating TAM and TPB, this paper contributes to the theoretical discussion of chatbot continuance by connecting technology acceptance, social influence, and post-use evaluations within a unified perspective. The framework provides a foundation for future empirical research and offers implications for understanding consumer–chatbot interactions in e-commerce, particularly in emerging digital markets.

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Keywords:

Technology Acceptance Model, Theory Of Planned Behavior, E-Commerce Chatbots, Continuance Use Intention,Chatbot Quality.