Millennials Perception and Adoption of Fast-Food Customer Service Chatbots

Mesia C.R.; Quispe F.V.; Illa-Sihuincha G. · Global Business and Finance Review (2025) · DOI: 10.17549/gbfr.2025.30.12.150

Resumen

Purpose: This study investigates Millennials' perception and adoption of fast-food customer service chatbots, emphasizing the roles of trust, perceived risk, facilitating conditions, and satisfaction in shaping behavioral intentions and technology adoption. Design/methodology/approach: The research employed a causal-predictive design, using a structured survey distributed online among Peruvian Millennials who frequently consume fast food and interact with chatbots. A total of 300 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: Key factors influencing chatbot adoption include trust, service quality, and personalization. Trust and satisfaction mediate the relationship between enabling conditions and behavioral intent, while perceived risk negatively affects both trust and intention to use chatbots. The findings highlight that chatbots offering accurate, personalized, and empathetic interactions enhance Millennials' satisfaction and adoption rates. Research limitations/implications: The study's generalizability is limited by its focus on a single demographic (Millennials) and geographic location (Peru). Future research could expand the scope of other age groups and regions for broader insights. Originality/value: This research contributes to understanding the psychological and contextual factors influencing chatbot adoption in the fast-food industry. By addressing perceived risks and emphasizing personalization, companies can better align chatbot functionalities with user expectations. © The Author(s).

Instituciones: Universidad San Ignacio de Loyola