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EMAC 2020 Annual Conference


What kind of Chatbot do Millennials prefer to interact with?
(A2020-63095)

Published: May 27, 2020

AUTHORS

Susana Silva, Universidade Católica Portuguesa; Roberta De Cicco, University of Chieti-Pescara; Francesca Alparone, Francesca Romana Alparone is Full Professor of Social Psychology at the University of Chieti-Pescara. She conducts research on prejudice, attitudes and stereotype threat.

KEYWORDS

Chatbot; Communication style; Avatar

ABSTRACT

Meshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. This calls for a better knowledge of the social factors that enhance young consumers’ use of chatbots. From this perspective, the present study aims at understanding the impact of chatbots’ social characteristics. Through a between-participants factorial design we explore the extent to which the communication style and the visual cue influence perceived social presence and how this in turn, influences Millennials’ intention to adopt chatbots. Findings from 193 Millennials show that a social-oriented communication style increases social presence, which in turn enhances the intention to use the chatbot via perceived enjoyment and attitude.