Abstract

In recent years, gradual improvements in information, computing, communication and connectivity technologies have enabled new technical possibilities for the adoption of Chatbots across diverse sectors. In the case of the insurance sector, the implementation of service innovations based on Chatbot technology can contribute, among other benefits, to improve the efficiency across the insurance value chain, reduce costs and generate customer loyalty and trust (Barrett et al., 2015; Ross et al., 2016). However, despite the advantages, the adoption success of Chatbot Technology depends on the understanding of the ambivalent perceptions, attitudes, and beliefs of the main social actors (i.e. practitioners and potential users) towards the customer interface. Using a mixed methods design based on an interpretive paradigm and within the frameworks of acceptance and diffusion research, we identified the “relative advantages” and “IS infrastructure” as the most critical ambivalent socio-technical factors for the adoption and diffusion of Chatbot technology in Germany.

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A Mixed Methods Analysis of the Adoption and Diffusion of Chatbot Technology in the German Insurance Sector

In recent years, gradual improvements in information, computing, communication and connectivity technologies have enabled new technical possibilities for the adoption of Chatbots across diverse sectors. In the case of the insurance sector, the implementation of service innovations based on Chatbot technology can contribute, among other benefits, to improve the efficiency across the insurance value chain, reduce costs and generate customer loyalty and trust (Barrett et al., 2015; Ross et al., 2016). However, despite the advantages, the adoption success of Chatbot Technology depends on the understanding of the ambivalent perceptions, attitudes, and beliefs of the main social actors (i.e. practitioners and potential users) towards the customer interface. Using a mixed methods design based on an interpretive paradigm and within the frameworks of acceptance and diffusion research, we identified the “relative advantages” and “IS infrastructure” as the most critical ambivalent socio-technical factors for the adoption and diffusion of Chatbot technology in Germany.