The Influence of Sociodemographic Factors on Polish Consumers’ Attitudes to Chatbots in Logistics Customer Service

Abstract

Purpose | The aim of this article is to identify the influence of sociodemographic factors on Polish consumers’ attitudes toward chatbots in logistics customer service and, based on the obtained results, to formulate practical recommendations for enterprises employing chatbots in this area. Research method | To investigate the relationship between sociodemographic characteristics and opinions on chatbots, multiple linear regression and logistic regression were used. The significance of model parameters was assessed using standard errors resistant to the heteroscedasticity of the random component. Results | The results obtained confirm that sociodemographic factors significantly differentiate Polish consumers’ attitudes toward the use of chatbots in logistics customer service. Women are more cautious and demanding when it comes to personalization and data protection. Age affects attitudes – younger users are more open-minded and willing to experiment, while older users expect more security and trust. The influence of education is less clear – people with lower education are more likely to see chatbots as a useful tool, while those with higher education approach them more critically. Originality / value / implications / recommendations | The findings suggest that chatbot design should consider the diversity of users.