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Perceived impact of an artificial intelligent chatbot by first-generation Hispanic students enrolling at a public university

Samano Ramirez, Carlos Rene (2021) Perceived impact of an artificial intelligent chatbot by first-generation Hispanic students enrolling at a public university. Doctoral thesis, Northern Arizona University.

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The Hispanic student population is growing at a fast pace in the United States. This population is more likely to be first-generation students than their peers and thus, require additional support. Advances in technology make it possible to leverage artificial intelligence and machine learning to support students at scale presenting an opportunity to support first-generation Hispanic students. This study analyzed the perceived helpfulness of an artificially intelligent chatbot aiding in the enrollment process at a four-year public university in the southwest United States. The study found heterogeneity among ethnicity as it relates to the perceived impact on the admissions experience and contact frequency. However, the study found evidence of a preference by first-generation students in their perception of the chatbot’s positive impact on their admissions experience and contact frequency. This perception is likely the result of lower social capital, making the reminders and nudges from the chatbot be perceived more positively. This study also explored differences in Hispanic students when considering gender and found no correlation. Last, the study found no relationship between perception, ethnicity, and likelihood to enroll, an indication that the chatbot may aid in task completion but more complex support may be needed to guide the student towards enrollment.

Item Type: Thesis (Doctoral)
Publisher’s Statement: © Copyright is held by the author. Digital access to this material is made possible by the Cline Library, Northern Arizona University. Further transmission, reproduction or presentation of protected items is prohibited except with permission of the author.
Keywords: artificial intelligence; chatbot; first-generation; Hispanic students; nudge theory; recruitment communications
Subjects: L Education > LC Special aspects of education
NAU Depositing Author Academic Status: Student
Department/Unit: Graduate College > Theses and Dissertations
College of Education > Educational Leadership
Date Deposited: 07 Jul 2022 20:07
Last Modified: 07 Jul 2022 20:07
URI: https://openknowledge.nau.edu/id/eprint/5812

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