Chatbot anthropomorphism: A way to trigger perceptions of social presence?

Biller, Miriam ; Konya-Baumbach, Elisa ; Kuester, Sabine ; Janda, Sergej von

Document Type: Conference or workshop publication
Year of publication: 2021
Book title: 2020 AMA Summer Academic Conference: Bridging Gaps: Marketing in an Age of Disruption
The title of a journal, publication series: AMA Educators' Proceedings
Volume: 31
Page range: 34-37
Conference title: 2020 AMA Summer Academic Conference
Location of the conference venue: Online
Date of the conference: 18.-20.08.2020
Publisher: Blanchard, Simon ; Epp, Amber ; Mallapragada, Girish
Place of publication: Chicago, IL ; Red Hook, NY
Publishing house: American Marketing Association ; Curran
ISBN: 978-1-7138-2224-0 , 978-1-7138-2450-3
ISSN: 1054-0806 , 0888-1839
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: Increasingly, companies employ text-based chatbots instead of human service personnel as a more time and cost-efficient way to interact with customers. By imbuing their chatbots with human-like characteristics, numerous companies choose anthropomorphism for their chatbot designs. While prior research has generated insights on the effectiveness of product and brand anthropomorphism, research on the effectiveness of chatbot anthropomorphism is still lacking. By including human cues, companies can anthropomorphize chatbots which, in turn, impacts customers’ perceptions of the social presence of these chatbots. While chatbot anthropomorphism is a specific design strategy, social presence is a customer’s subjective perception when interacting with the chatbot. The design of chatbots, especially applying human cues to enhance customers’ perceptions of social presence, might directly affect customers’ service experience and behavioral outcomes. The present research proposes that chatbot anthropomorphism positively influences customers’ perceived social presence in customer-chatbot interactions. Social presence, in turn, is assumed to positively influence customer-related outcomes, hence, mediating the effect of chatbot anthropomorphism on customer-related outcomes. Additionally, this research explores whether the effect of social presence on customer-related outcomes is contingent on whether customers have a hedonic or utilitarian shopping motivation.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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