To Talk the Talk: Enhancing Older Adults’ Value Co-Creation Intention Through Dialect Use in Chatbots

As chatbots gradually replace human employees on the front lines, how to optimize their services to promote value co-creation between the older adults and robots has become a key topic to tap the potential of the elderly market. Grounded in social presence theory, this research explores how chatbot language form affects older adults’ value co-creation intention. Through three experiments, the results revealed that the use of dialect increases cognitive effort, social presence, and enhances older adults’ value co-creation intention. In addition, the research also shows that this language effect varies in different situations. For the older adults with a high need for interaction, the use of dialects can effectively improve their value co-creation intention. However, for older adults with a low need for interaction, the effect was not significant. The study provides insights into how to flexibly use language strategies, such as dialects, based on the varying needs of different senior groups. It aims to encourage greater participation from older adults in value co-creation and further develop the senior market.