Castro, JoãoFeldmann, Sophia Marie2025-09-032025-09-032025-06-172025-05-20http://hdl.handle.net/10362/187461This study explores which chatbot design factors positively influence trust and engagement among Generation Z consumers in the fast-moving consumer goods e-commerce industry. Through qualitative, expert interviews and user-centered analysis, key expectations of Generation Z regarding conversational design, visual appearance, and functional reliability are identified. The findings offer practical guidance for designing chatbots that appeal to this digitally native generation, aiming to improve user experience, strengthen customer trust, and enhance conversion rates in online fast-moving consumer goods retail environments.engChatbotUser experienceGen ZE-commerceFMCGUser interfaceConversional designAnthropomorphismUncanny Valley Effectmaster thesis203990030