Determinants of the acceptance of cybersecurity chatbots: an extended protection motivation perspective

Purpose The purpose of this paper is to investigate the determinants of individuals’ acceptance of cybersecurity chatbots (CSCs). Integrating theories of protection motivation and institutional trust, this study examines the effects of threat appraisals, coping appraisals and trust in the CSC provider on the intention to use CSCs, thereby extending chatbot acceptance research into the cybersecurity domain. Design/methodology/approach The authors empirically test the research model using data from two field studies conducted in Europe and the United States. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Study 1 tests the role of threat and coping appraisals, while Study 2 replicates the model and incorporates trust in the CSC provider. Findings The findings show that CSC acceptance is shaped by threat appraisals (e.g. perceived susceptibility) and coping appraisals (e.g. self-efficacy), as well as by trust in the CSC provider. Originality/value By conceptualizing CSCs as awareness-supporting tools in voluntary, citizen-level contexts, the study advances cybersecurity awareness research beyond organizational settings and enriches Protection Motivation Theory by introducing institutional trust as a provider-focused appraisal influencing acceptance. This study also extends chatbot acceptance research by demonstrating that CSC acceptance is explained by protection motivation processes beyond traditional technology acceptance factors. It integrates institutional trust as a provider-related determinant, showing that trust in the CSC provider shapes coping appraisals and, in turn, CSC acceptance.