Chatbots and young people in emerging economies: Factors affecting user satisfaction

• Published in: Cogent social sciences Vol. 9; no. 2
• Main Authors: López-Sánchez, Jerri Alejandro, Bermeo-Giraldo, María Camila, Valencia-Arias, Alejandro, Bao García, Raúl Eduardo, Gallegos, Ada
• Format: Journal Article
• Language: English
• Published: Abingdon Cogent 15.12.2023; Taylor & Francis Ltd; Taylor & Francis Group
• Subjects: chatbot; Chatbots; college student conversational agent; Conceptual models; Customers; Developing countries; Digitization; LDCs; Polls & surveys; User satisfaction; Value; Youth; Colombia
• ISSN: 2331-1886; 2331-1886
• DOI: 10.1080/23311886.2023.2252256

Digitization and the internet have been changing how companies and customers interact, forcing organizations to adapt more efficient services that generate value in the purchasing and communication processes. This research aims to identify key factors that influence satisfaction with the use of chatbots among young people from Colombia, based on 126 surveys administered via Google Forms. The methodological design adopted a quantitative approach, with an exploratory-descriptive scope that involved a structural equation model PLS-SEM of the survey data. The information analysis tested the hypotheses concerning the constructs of the conceptual model and chatbot user satisfaction by means of p value and path coefficients. The results suggest that there is an effect of robotic knowledge of use and resolution of pending cases on the perception of having access to up-to-date information during the chatbot experience. The main expectations regarding chatbot use were also identified, such as resolving the issue, being attended to quickly and the effectiveness of the service. This study also has practical implications for chatbot designers and developers in the governments of all countries, especially in developing countries like Colombia.