{"title":"The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce","authors":"M. Han","doi":"10.1080/15332861.2020.1863022","DOIUrl":null,"url":null,"abstract":"Abstract 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.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1863022","citationCount":"64","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2020.1863022","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 64
Abstract
Abstract 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.
期刊介绍:
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.