Using a Chatbot to combat misinformation: Exploring gratifications, chatbot satisfaction and engagement, and relationship quality

Grounded in the framework of uses and gratifications theory, this study investigates the impact of gratifications derived from utilizing Florence, a multilingual chatbot service developed by the World Health Organization (WHO) to disseminate COVID-19-related information. Utilizing data from a national survey comprising 591 participants in the United States, our findings reveal the significant influence of sought-after gratifications, including modality (coolness), agency (enhancement), interaction (activity), and navigability (browsing), on users’ satisfaction with the chatbot. Additionally, our research highlights the inhibiting effect of privacy risks on user satisfaction. Furthermore, we uncover a consequential relationship between chatbot satisfaction, user engagement, and the perceived relationship with the WHO, underscoring the importance of chatbot interaction in fostering favorable organization-public relationships. Empirical and practical implications of these findings are thoroughly discussed, offering valuable insights for scholars and practitioners alike. Copyright © 2024 Taylor & Francis Group, LLC.