Exploring Age Differences in Motivations for and Acceptance of Chatbot Communication in a Customer Service Context

Abstract

This qualitative interview study explores age differences in perceptions of chatbot communication in a customer service context. Socioemotional selectivity theory and research into technology acceptance suggest that older adults may differ from younger adults in motivations to use chatbots, and in perceived complexity and security of this chatbot communication. The in-depth interviews with older adults (54–81 years; N = 7) and younger adults (19–30 years; N = 7) revealed that both groups were aligned in their prime motivation: They used chatbots to get their (simple) customer queries answered in a fast and convenient manner. However, they seemed to differ in their need for additional human contact. In both age groups, there were participants for whom it was easy to communicate with chatbots, and the two groups were united in their frustrations when the chatbot did not understand and answer their queries. They were aligned as well in the difficulty they experienced in assessing the security of the chatbot. The two age groups may differ in the factors that contribute to perceived ease of use and perceived security. Directions for future research and implications for the implementation of chatbots for customer service are discussed.