Exploring Generation Z’s satisfaction with AI chatbots in managing flight issues: key determinants and insights

This study examines factors associated with satisfaction with AI chatbots used for flight-related inquiries among Generation Z travelers in Khon Kaen, Thailand. It investigates the relationships between four chatbot attributes, namely usability, effective AI chatbot, ease of use, and visual appeal, and user experience satisfaction, trust, perceived benefits, and continued usage intention. Data from 500 valid respondents were analyzed using partial least squares structural equation modeling. The results indicated that all four chatbot attributes were positively associated with user experience satisfaction, which was subsequently associated with trust and continued usage intention. Perceived benefits also mediated the relationship between user experience satisfaction and trust. These findings suggest that chatbot attributes and perceived benefits may contribute to understanding satisfaction, trust, and continued usage among Generation Z travelers.