Chatbot motivates gen Z to use types of services: impact of personalization.

Abstract

The purpose of this study is to show the main factors affecting customers' behavioral intention to use when using chatbots at genZ in the context that chatbots are being applied more and more in all fields, especially not excluding the service sector. It considers two main drivers of behavioral intention to use: hedonic motivation and utilitarian motivation. In the study, the team carried out quantitative and qualitative research simultaneously, using the 5-point Likert scale and through the software SPSS and SMART PLS to analyze the obtained data and check the SEM model to draw valid conclusions for the study. The use of chatbots has brought users emotional and utilitarian values, which can serve as a premise for businesses to positively review and adjust the customer's experience when using the service, which applicants chatbot. Moreover, it is possible to promote user behavior and loyalty to the brand in order to increase revenue, attract more market share of new and potential customers