Chatbots are computer programs that mimic human conversation using text or voice or both. Users’ acceptance of chatbots is highly influenced by their persona. Users develop a sense of familiarity with chatbots as they use them, so they become more approachable, and this encourages them to interact with the chatbots more readily by fostering favorable opinions of the technology. In this study, we examine the moderating effects of persona traits on students’ acceptance and use of chatbot technology at higher educational institutions in the UK. We use an Extended Unified Theory of Acceptance and Use of Technology (Extended UTAUT2). Through a self-administrated survey using a questionnaire, data were collected from 431 undergraduate and postgraduate computer science students. This study employed a Likert scale to measure the variables associated with chatbot acceptance. To evaluate the gathered data, Structural Equation Modelling (SEM) coupled with multi-group analysis (MGA) using SmartPLS3 were used. The estimated Cronbach’s alpha highlighted the accuracy and legitimacy of the findings. The results showed that the emerging factors that influence students’ adoption and use of chatbot technology were habit, effort expectancy, and performance expectancy. Additionally, it was discovered that the Extended UTAUT2 model did not require grades or educational level to moderate the correlations. These results are important for improving user experience and they have implications for academics, researchers, and organizations, especially in the context of native chatbots.

The COVID-19 pandemic has influenced many fields, such as communication, commerce, and education, and pushed business entities to adopt innovative technologies to continue their business operations. Students need to do the same, so it is essential to understand their acceptance of these technologies to make them more usable for students. This paper employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to identify the factors that influenced students’ acceptance and use of different online communication services as the primary tool for learning during the COVID-19 pandemic. Six factors of UTAUT2 were used to measure the acceptance and use of video communication services at the Business College of the University of Technology and Applied Sciences. Two hundred students completed our online survey. The results demonstrated that social influence, facilitating conditions, hedonic motivation, and habit affect behavioral intention positively, while performance expectancy and effort expectancy have no effect on behavioral intention.