In this master's thesis, we studied the use of chatbots, the benefits and challenges of their use, and their acceptance among consumers. We wanted to determine the factors that influence the adoption of chatbots, the impact of the perceived user experience, and whether the use of chatbots can influence brand loyalty. We found that the adoption of chatbots is directly related to the quality of the experience as well as quick and easy use of chatbots. What users value are the usefulness and relevance of the information provided, as well as the understanding of context. In part, acceptance is also conditioned by perceived trust. Effective chatbot interaction has a positive impact on brand perception and on-going chatbot usage, but it does not yet contribute to greater brand loyalty. To gain insight into user experiences and opinions, we interviewed a variety of users who have already had direct experience with chatbot interaction. Users with different occupations or educational backgrounds were interviewed, allowing for more diverse perspectives on the topic.
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