Business types matter: new insights into the effects of anthropomorphic cues in AI chatbots

• Published in: The Journal of services marketing Vol. 37; no. 8; pp. 1032 - 1045
• Main Authors: Youn, Kibum, Cho, Moonhee
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 30.08.2023; Emerald Group Publishing Limited
• Subjects: Anthropomorphism; Artificial intelligence; Attitudes; Behavior; Chatbots; Communication; Computers; Consumers; Decision making; Purchase intention; Parasocial interaction; Business types; Humanized profile pictures; Naming; Anthropomorphism; AI chatbots
• ISSN: 0887-6045; 0887-6045; 2054-1651
• DOI: 10.1108/JSM-04-2022-0126

Purpose This paper aims to examine the relationships between anthropomorphic cues (i.e. degrees of the humanized profile picture and naming) in artificial intelligence (AI) chatbots and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation. Design/methodology/approach An online experiment with a 2 (humanized profile pictures: low [semihumanoid] vs high [full-humanoid]) × 2 (naming: Mary vs virtual assistant) × 2 (business types: utilitarian-centered business [bank] vs hedonic-centered business [café]) between-subjects design (N = 520 Mturk samples) was used. Findings The results of this study show significant main effects of anthropomorphic cues (i.e. degrees of profile picture and naming) in AI chatbots and three-way interactions among humanized profile pictures, naming and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot, intentions to use the AI chatbot app and intentions to accept the AI chatbot’s recommendation. This indicates that the high level of anthropomorphism generates more positive attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation in the hedonic-centered business condition. Moreover, the mediated role of parasocial interaction occurs in this relationship. Originality/value This study is the original endeavor to examine the moderating role of business types influencing the effect of anthropomorphism on consumers’ responses, while existing literature overweighted the value of anthropomorphism in AI chatbots without considering the variation of businesses.