Journal
JOURNAL OF INTERNET COMMERCE
Volume 20, Issue 1, Pages 46-65Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/15332861.2020.1863022
Keywords
Anthropomorphism; chabot commerce; chatbot; perceived enjoyment; social presence
Categories
Ask authors/readers for more resources
This research examines the impact of anthropomorphism on consumers' perceptions of mobile messenger chatbots and their behavioral decision making, finding that anthropomorphism plays a positive role in shaping consumers' intentions to purchase through chatbot commerce.
Numerous businesses have employed chatbots with a human-like speaking ability to assist customers with online shopping and customer service; however, it is uncertain whether or not these efforts will pay off by consumers engaging with them. Would young, digital-native consumers use chatbots as we anticipated? If so, what would make them use chatbots? Academic investigations into consumers' perceptions and acceptance of chatbot commerce are lacking. This research tries to address this question by examining the effect of anthropomorphism on consumers' perceptions of mobile messenger chatbots and its impact on behavioral decision making. The findings confirm that anthropomorphism plays a positive role in shaping consumers' intentions to purchase through chatbot commerce.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available