PhD
PhD by Research
Our PhD by research programme is based on independent study, guided by your assigned supervisors and support system. It typically [...]
Research Project Overview
Hanae’s research focuses on anthropomorphized text-based chatbots, that have been designed to simulate human-like interactions. They have transformed customer service by enabling real-time interactions across various e-commerce settings. Despite their advantages, these technologies face significant adoption barriers, particularly shaped by cultural differences. Cultural context plays a pivotal role in influencing consumer resistance and adoption intentions, yet its impact remains underexplored, especially in emerging markets. Notably, cross-cultural investigations into consumer resistance to anthropomorphized chatbots are scarce. Therefore, the study seeks to provide a comprehensive understanding of the factors influencing consumer resistance and adoption decisions across different cultural contexts, offering valuable insights for both academic research and practical innovation diffusion strategies.
Project Team
Project lead: Mrs Hanae Qabil
Supervisors: Dr Andrea Czakó (Primary Supervisor), Prof Waymond Rodgers (Secondary Supervisor), and Dr Orhidea Edith Kiss (Secondary Supervisor, Eötvös Loránd University)
Significance of the research
The research holds significant importance as it addresses the underexplored dynamics of consumer resistance and adoption intentions regarding anthropomorphized text-based chatbots in e-commerce settings. This research contributes valuable insights to academic literature by extending traditional frameworks and systematically mapping the influences that affect decision-making processes. By addressing significant adoption barriers, this study provides a pathway for companies to navigate cultural nuances, ultimately fostering the successful integration of innovative technologies in diverse markets.
This study incorporating Innovation Resistance Theory (IRT) and Status Quo Bias (SQB) to examine the cognitive and emotional factors influencing consumer resistance and adoption intentions. By extending traditional frameworks, the proposed model systematically maps these influences across perception, information processing, judgment, and decision-making stages.
To empirically validate this model, a quantitative study is conducted using Structural Equation Modelling (SEM) across diverse cultural settings, specifically in Morocco and the UK. By integrating these elements, the Throughput Model provides a comprehensive framework for understanding the complex interplay between innovation resistance, status quo bias, and emotional factors in innovation adoption, while advancing theoretical insights into consumer decision-making.Top of Form
Relevance to the wider community
This research’s relevance to the community is substantial, especially for businesses operating within diverse cultural contexts. By examining the factors that influence consumer resistance and adoption of chatbots, the study equips organisations with insights necessary for tailoring their customer service strategies to meet the needs of different market segments. Understanding cultural differences in consumer behaviour allows businesses to effectively engage with their customers, enhancing overall user experience and satisfaction.
As e-commerce continues to grow, the adoption of anthropomorphized chatbots represents a crucial step towards improving efficiency and responsiveness in customer interactions. By promoting innovation that aligns with cultural preferences, organisations can build stronger relationships with consumers, fostering loyalty and trust. By providing a clearer understanding of the barriers to technology adoption, the study informs the development of targeted strategies aimed at encouraging the integration of innovative solutions in customer service, ultimately benefiting the local economy and enhancing consumer welfare.
Pathways to impact
The pathways to impact for the research centre on practical applications of the findings, aiming to facilitate the successful adoption of anthropomorphized chatbots across diverse cultural contexts. Engaging with business stakeholders and industry practitioners through workshops and seminars, for example, will disseminate the insights gained from the study, enabling organisations to better understand consumer preferences and resistance factors. The development of tailored guidelines for implementing chatbot technologies in culturally diverse markets will assist businesses in overcoming barriers to adoption.
These guidelines will offer practical recommendations on designing and deploying chatbots that resonate with specific consumer groups, ultimately enhancing customer engagement and satisfaction. Collaborating with academic institutions and industry partners will foster the exchange of knowledge and encourage further research in this area.
By contributing to the discourse on innovation resistance and consumer behaviour, the study may inform educational programmes that prepare future professionals to navigate the complexities of digital transformation. The integration of research findings into public policy discussions will support initiatives that promote technological adoption and innovation across various sectors, fostering an environment conducive to business growth and consumer empowerment.
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