Nkwei, Emile, S. and Mare, Zivai Z. (2024) Enhancing smoking reduction with AI chatbots: a user experience perspective. In: Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. Academy of Marketing (200). Academy of Marketing, Cardiff Business School, Cardiff University, UK, pp. 150-152. ISBN 978-1399990608

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Abstract

Smoking tobacco is one of the gravest public health threats the world has ever faced. It is a risk factor for cancer, respiratory disease, cerebral vascular disease, and other chronic diseases (WHO, 2023). According to the World Health Organisation (2023), tobacco-related deaths globally surpass 8 million annually; this includes 7 million fatalities directly linked to tobacco usage and an additional 1.3 million deaths resulting from exposure to second-hand smoke. Artificial intelligence chatbots have emerged as a promising support avenue in promoting behaviour change. Chatbots are computer programs designed to answer questions, give information, or provide customer service through vocal or text-based conversations to human end users. While recent research acknowledges the potential of chatbots as an additional tool to support smoking cessation, there is a dearth of knowledge on how user experience factors affect chatbot continuance usage and smoking reduction. This study aims to address this gap by targeting a convenience sample size of 400 participants and employing structural equation modelling (SEM) to test the proposed hypotheses. The research extends the information system success model (ISSM) to investigate how chatbot experiential factors drive continuance usage and smoking cessation among young adults in UK.

Item Type:	Conference Proceedings
Title of Proceedings:	Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit
Uncontrolled Keywords:	social marketing; Artificial Intelligence; chatbots; behaviour change; smoking cessation
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Related URLs:	Organisation
Last Modified:	18 Sep 2024 16:47
URI:	http://gala.gre.ac.uk/id/eprint/48012

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