Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality

Abstract

This study investigates the role of chatbot communication style (task vs. social oriented), task complexity (high vs. low), brand personality (sophisticated vs. sincere), and anthropomorphism on consumer trust and chatbot usage intention. Data is collected through three experiments conducted among US respondents (N = 328, 200, and 336). The results offer mixed insights as only one experiment supports that task complexity moderates the effect of communication style on trust, such that, task-oriented communication style of the chatbot leads to higher trust under high task complexity conditions. No significant differences in the moderating effect of task complexity on the relationship between communication style and trust is observed between sincere and sophisticated brands. Consistent across the three studies, it is observed that perceived anthropomorphism mediates the effect of communication style on trust which, in turn, affects intention to use the chatbot. The study contributes to literature on AI-enabled conversational agents, human computer interaction, anthropomorphism, and trust. Practically, the study offers insights for managers and service providers who wish to integrate chatbots and other AI enabled technology to enhance service delivery by providing efficient, cost-effective, and consistent support.