How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use

ABSTRACT

This study examined how artificial intelligence (AI)-driven chatbots impact user experience. It collected survey data from 1,064 consumers who used any chatbot service from the top 30 brands in the U.S. Results indicated that utilitarian (information), hedonic (entertainment), technology (media appeal), and social (social presence) gratifications obtained from chatbot use positively predicted users’ satisfaction with chatbot services of their selected brand. In contrast, perceived privacy risk associated with chatbot use reduced user satisfaction. Data also demonstrated that user satisfaction positively affected both the continued use intention of chatbot services and customer loyalty. Implications of this study are discussed.

Notes

¹ The list consists of the following brands: 1–800-FLOWERS, Airbnb, Bank of America, Burger King, Disney, Domino’s pizza, eBay, Expedia, Fandango, Fitbit, H & M, HealthTap, Hellmann’s and Best Foods, Lyft, Microsoft, Nordstrom, Macy’s, PayPal, Pizza Hut, Sephora, Starbucks, Staples, Taco Bell, Tommy Hilfiger, Trulia, Uber, UPS, Victoria’s Secret, and Whole Foods. All corporations were top ranked in a 2017 list of Best Bots for Brands & Businesses developed by Fortune 500 brands (http://kuudesign.com/100-best-bots-chatbots-and-voice-experiences-for-brands).

Additional information

Notes on contributors

Yang Cheng

Yang Cheng (Ph.D., University of Missouri) is an assistant professor at North Carolina State University. Her research interests include artificial intelligence and social media, public relations, and crisis communication. Her publications have appeared in journals such as New Media & Society, Journal of Public Relations Research, and Journal of Contingencies and Crisis Management.

Hua Jiang

Hua Jiang (Ph.D., University of Maryland) is an associate professor in the public relations department of the S.I. Newhouse School of Public Communications, Syracuse University. Jiang’s primary research interests include employee communication, social media engagement, corporate social responsibility/corporate social/political advocacy, relationship/reputation management, and mental health campaigns.