Anthropomorphism and OTA chatbot adoption: a mixed methods study

ABSTRACT Anthropomorphizing chatbots can facilitate effective customer interaction. Based on a mixed method, this study explores perceived chatbot anthropomorphism cues and their effects on customers’ chatbot usage intentions (UIs)in the online travel agency context. Findings suggest that (1) social presence cues and emotional message cues are major anthropomorphic cues of interest for customers and enterprises; (2) social presence cues by simply using a human avatar or mentioning the customer’s name might not be sufficient; (3) anthropomorphic emotional message cues are essential in shaping customers’ UIs; and (4) perceived trustworthiness, intelligence, and enjoyment mediate the above effect.