Millennials Perception and Adoption of Fast-Food Customer Service Chatbots

Purpose: This study investigates Millennials' perception and adoption of fast-food customer service chatbots, em-phasizing the roles of trust, perceived risk, facilitating conditions, and satisfaction in shaping behavioral intentions and technology adoption. Design/methodology/approach: The research employed a causal-predictive design, using a structured survey dis-tributed online among Peruvian Millennials who frequently consume fast food and interact with chatbots. A total of 300 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: Key factors influencing chatbot adoption include trust, service quality, and personalization. Trust and satisfaction mediate the relationship between enabling conditions and behavioral intent, while perceived risk neg-atively affects both trust and intention to use chatbots. The findings highlight that chatbots offering accurate, person-alized, and empathetic interactions enhance Millennials' satisfaction and adoption rates. Research limitations/implications: The study's generalizability is limited by its focus on a single demographic (Millennials) and geographic location (Peru). Future research could expand the scope of other age groups and regions for broader insights. Originality/value: This research contributes to understanding the psychological and contextual factors influencing chatbot adoption in the fast-food industry. By addressing perceived risks and emphasizing personalization, compa-nies can better align chatbot functionalities with user expectations.