From assistants to companions: An exploratory mixed-methods study of AI chatbot adoption among Generation Z students in Thailand

This study explores how undergraduate Generation Z students at an international college in Thailand adopt and use AI chatbots. Drawing on the Technology Acceptance Model (TAM) as a sensitizing framework, we conducted an exploratory convergent mixed-methods survey of 144 eligible students. Quantitative analysis included descriptive statistics and exploratory factor analysis of seven adoption items adapted from TAM and the Unified Theory of Acceptance and Use of Technology (UTAUT), while qualitative analysis used LLM-assisted, researcher-verified coding of 127 and 117 substantive open-ended responses to examine motivations and desired features. The analysis suggested two provisional adoption-related dimensions, perceived relational value and social endorsement, and practical accessibility, although the factor-retention criteria were divided between one and two factors. Almost all students selected academic assistance as a reason for using AI chatbots (92.4%). Asked specifically about AI companions, students most often cited information seeking and convenience (27.6% of substantive responses), while personal and emotional support and reservations about companion use were raised in 20.5% and 19.7% of responses, respectively. Human-like interaction was the most frequently requested feature category (39.3%), followed by technical capabilities and academic tools such as citation support. The study contributes exploratory, cross-sectional evidence on AI chatbot adoption in a Thai higher-education context and highlights the importance of balancing practical utility, relational expectations, and clear human-AI boundaries.