The role of anthropomorphism and perceived competence in sculpting usage behaviour within railway ticket booking chatbots

Purpose Online ticket booking chatbots have emerged as potential transformative tools in the Indian railway sector. This study aims to examine user acceptance during the transition from human-assisted to chatbot-mediated ticketing services. Understanding this transition is essential for developing effective strategies to support chatbot adoption in emerging markets. Design/methodology/approach This study used an extended technology acceptance model (TAM) framework to investigate the effects of anthropomorphic attributes, perceived competence and standard TAM elements on attitudes, consumer innovativeness and usage behaviour. Data from 710 respondents were analysed using partial least squares structural equation modelling. Findings The analysis revealed a robust correlation between attitudes and consumer innovativeness, significantly influencing the usage behaviour of chatbot services for railway ticket booking. Moreover, demographic variations, particularly age distinctions (Gen Z/ Non-Gen Z) and gender (male/female), were considered to elucidate the unique patterns in usage behaviour. Research limitations/implications Theoretical implications include the examination of usage behaviour in railway chatbots using the TAM framework, the identification of the roles of anthropomorphism and perceived competence in chatbot usage behaviour and the exploration of the impact of attitude and consumer innovativeness on usage behaviour. Originality/value This study contributes a novel perspective to academic discourse by comprehensively exploring the interplay between attitudes, consumer innovativeness and usage behaviour within the context of railway chatbots. Furthermore, its practical implications underscore its intrinsic value in informing strategic decision-making processes and fostering innovation in the railway sector.