From Engagement to Advocacy: How AI Chatbot Gratifications Shape Attitudes and Organization–Public Relationships

Recent AI advances have driven widespread adoption of AI chatbots in consumer service sectors. While prior research has examined psychological drivers of chatbot adoption, their role in shaping attitudes and organization–public relationships (OPRs) remains largely underexplored. The current study investigates how gratifications obtained from chatbots are related to consumer attitudes and OPRs. Survey data from U.S. chatbot users show that multiple forms of gratification enhance affective responses, which in turn are positively related to users’ purchase intention and advocacy. The findings highlight AI chatbots as critical relationship facilitators, revealing the distinct effects of different gratifications on OPRs, purchase intention, and company advocacy.