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Chatbot anthropomorphism: A way to trigger perceptions of social presence?
Biller, Miriam
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Konya-Baumbach, Elisa
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Kuester, Sabine
;
Janda, Sergej von
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URL:
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http://www.proceedings.com/5753.html
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Document Type:
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Conference or workshop publication
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Year of publication:
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2021
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Book title:
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2020 AMA Summer Academic Conference: Bridging Gaps: Marketing in an Age of Disruption
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The title of a journal, publication series:
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AMA Educators' Proceedings
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Volume:
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31
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Page range:
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34-37
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Conference title:
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2020 AMA Summer Academic Conference
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Location of the conference venue:
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Online
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Date of the conference:
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18.-20.08.2020
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Publisher:
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Blanchard, Simon
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Epp, Amber
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Mallapragada, Girish
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Place of publication:
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Chicago, IL ; Red Hook, NY
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Publishing house:
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American Marketing Association ; Curran
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ISBN:
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978-1-7138-2224-0 , 978-1-7138-2450-3
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ISSN:
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1054-0806 , 0888-1839
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Publication language:
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English
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Institution:
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Business School > Marketing & Innovation (Kuester 2005-)
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Subject:
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330 Economics
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Abstract:
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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.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Search Authors in
BASE:
Biller, Miriam
;
Konya-Baumbach, Elisa
;
Kuester, Sabine
;
Janda, Sergej von
Google Scholar:
Biller, Miriam
;
Konya-Baumbach, Elisa
;
Kuester, Sabine
;
Janda, Sergej von
ORCID:
Biller, Miriam, Konya-Baumbach, Elisa  ORCID: https://orcid.org/0000-0002-7990-8542, Kuester, Sabine ORCID: https://orcid.org/0000-0003-0985-2288 and Janda, Sergej von ORCID: https://orcid.org/0000-0003-1183-429X
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