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EMAC 2023 Annual

Satisfaction with the Use of Chatbots: A cross-generational Comparison

Published: May 24, 2023


Rebecca Stephan, Mainz University of Applied Sciences; Hannah Kraemer, University of Applied Sciences Mainz; University of Bamberg; Isabelle Hillebrandt, Mainz University of Applied Sciences


Chatbots are popular tools for customer service and marketing. However, for them to be successful in both areas, it is important to know how the interaction with chatbots must be designed to generate user satisfaction. This study therefore investigates which characteristics of chatbots (utilitarian attitudes, hedonic attitudes, humanlikeness, and perceived trust) influence satisfaction and to what extent. Since different target groups may have different expectations regarding the interaction with chatbots, a comparison of the two generations digital natives (n = 88) and digital immigrants (n = 225) was conducted. The results of a multiple regression show that utility seems to be the most important trait. Furthermore, the analysis reveals that while digital immigrants perceive trust as an important trait, digital natives expect a humanlike interaction. The results show the importance of knowing the needs and preferences of different target groups when designing chatbots.