Chatbots and Organizational Outcomes: Attitude, Usage, Management Support, and Organizational Routines

Resumen

The rapid evolution of Artificial Intelligence (AI) and the imperative for companies to integrate it into their processes to maintain competitiveness is noteworthy. Specifically, chatbots stand out due to their increasing level of penetration. The utilization of this technology differs from previous advancements due to its implications for human interaction. Therefore, it is necessary to contribute to theoretical and empirical development with approaches that transcend particular perspectives to uncover the organizational scope and mechanisms of this technology. A theoretical model is proposed to analyze how attitudes towards chatbots and their usage affect business outcomes, with an emphasis on management support and the redesign of organizational routines. To test this model, a quantitative approach based on a survey design and the partial least squares structural equation modeling (PLS-SEM) technique is employed. Empirical evidence from a sample of 403 Spanish companies confirms a positive effect of attitudes towards chatbots, amplified by management support. Additionally, a positive relationship is observed between the use of chatbots and business outcomes, with a significant indirect effect through the redesign of routines, indicating that organizations must adapt to this disruptive technology for effective integration. It is concluded that the successful adoption of chatbots leads to improved business outcomes, and both academic and practical implications for technology management, digital transformation, and post-adoption strategy design are discussed.