WHEN CHATBOTS MEET EMOJI: THE EFFECTS ON CONTINUED USAGE INTENTION

Abstract

Chatbots are increasingly adopted in customer service to offer convenient and timely assistance. However, the effect of adding emojis on user experience remains underexplored. This thesis seeks to fill this gap by investigating how emoji usage influences users’ continuance use intention in different service situations, while also exploring the underlying mechanisms. Results from two experiments indicate that emojis in customer service chatbots positively affect users perceived social presence and attitudes toward the chatbot, which in turn increase their intention to continue using the service. Moreover, the outcome of the service (successful vs. unsuccessful) plays a moderating role. This thesis applies the Computers Are Social Actors (CASA) theory and Language Expectancy Theory (LET) to explore how emoji usage influences user expectations based on service outcomes. Additionally, the findings provide valuable insights for managers and chatbot designers, offering practical guidance on how to improve chatbot services and enhance user satisfaction.