ISSN : 2663-2187

"Attitudes Towards Chatbots: How Millennials are Redefining Social Engagement"

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Abstract

This study aims to explore the evolving attitudes of millennials towards chatbots, particularly in the context of social engagement. Given the growing reliance on digital platforms, understanding how millennials interact with chatbots can provide valuable insights into the future of social communication. The research critically investigates the relationship between perceived ease of use, chatbot reliability, personalization, response quality, and the influence of social factors on millennials' engagement levels. To achieve these objectives, a mixed-methods approach will be employed, combining quantitative surveys and qualitative interviews to gather comprehensive data. A sample size of 279 millennials, aged between 22 to 38 years, will be selected using stratified random sampling across various digital platforms. The quantitative data will be analyzed using multiple regression analysis, structural equation modelling (SEM), and factor analysis, while the qualitative data will be subjected to thematic analysis. Preliminary findings suggest that chatbot personalization significantly enhances user satisfaction, leading to higher levels of social engagement. Additionally, the reliability and response quality of chatbots were found to be critical in establishing trust, which in turn influences the frequency and depth of social interactions. The study also highlights that social influence plays a pivotal role in the acceptance and use of chatbots for social purposes, particularly among millennials with prior positive experiences. These findings underscore the potential of chatbots to redefine social engagement in the digital age, with implications for both technology developers and social media platforms.

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