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Conversational commerce: anthropomorphic chatbots in e-commerce and their effect on consumer behavior
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Conversational agents are becoming increasingly popular in today’s technology-driven world, thus a better understanding of factors that enhance customer experience with this technology is crucial. Our study provides insights about the impact of anthropomorphism on consumer behavior in a conversational interface usage scenario. This is the first experimental study to fill the research gap in investigating customer satisfaction with anthropomorphic chatbots in food e-commerce. A sample of 426 participants was tested to verify the proposed hypotheses. The test group interacted with a standard chatbot with out human-like characteristics, while the control group communicated with the anthropomorphically designed agent. The results confirm the tremendous potential of anthropomorphic cues in chatbot applications and show that they are positively associated with customer satisfaction and mediated by the variables enjoyment, attitude, and trust.
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Directed research Consumer behavior Decision making Digital