Using a Chatbot to Combat Misinformation: Exploring Gratifications, Chatbot Satisfaction and Engagement, and Relationship Quality

Abstract

Grounded in the framework of uses and gratifications theory, this study investigates the impact of gratifications derived from utilizing Florence, a multilingual chatbot service developed by the World Health Organization (WHO) to disseminate COVID-19-related information. Utilizing data from a national survey comprising 591 participants in the United States, our findings reveal the significant influence of sought-after gratifications, including modality (coolness), agency (enhancement), interaction (activity), and navigability (browsing), on users’ satisfaction with the chatbot. Additionally, our research highlights the inhibiting effect of privacy risks on user satisfaction. Furthermore, we uncover a consequential relationship between chatbot satisfaction, user engagement, and the perceived relationship with the WHO, underscoring the importance of chatbot interaction in fostering favorable organization-public relationships. Empirical and practical implications of these findings are thoroughly discussed, offering valuable insights for scholars and practitioners alike.

Keywords:

• Chatbot usage
• public engagement
• relationship quality
• gratifications
• satisfaction

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

No available data set is associated with the paper.

Additional information

Funding

This work was supported by the Faculty Research and Professional Development under Grant No. 257921-23101 from North Carolina State University.

Notes on contributors

Yang Cheng

Yang Cheng is associate professor in the Department of Communication at North Carolina State University. She has conducted extensive research in public relations management, social media and artificial intelligence, and crisis communication. Her publications have appeared in top journals such as Journal of Human-Computer Interaction and New Media & Society.

Yuan Wang

Yuan Wang is assistant professor in the Department of Media and Communication at City University of Hong Kong. His research interests include the role of communication technology in public relations processes and outcomes. He has published dozens of articles in leading journals such as Journal of Broadcasting & Electronic Media.

Jaekuk Lee

Jaekuk Lee is a doctoral student in the Communication, Rhetoric, and Digital Media program at North Carolina State University. His research focuses on the potential of AI to facilitate effective communication between users and systems.