Abstract
What factors drive consumers to use artificial intelligence (AI)-powered chatbots? The current study examined the associations among AI-powered chatbots’ anthropomorphism (human-likeness, animacy, and intelligence), social presence, imagery processing, psychological ownership, and continuance intention in the context of Human-AI-Interaction. Results from a path analysis using LISREL 8.54 show that consumers’ perceived human-likeness of AI-powered chatbots is a positive predictor of social presence and imagery processing. Imagery processing is a positive predictor of psychological ownership of the products (fashion industry) and services (tourism industry) promoted by the chatbots. Most importantly, social presence and imagery processing are positive predictors of AI-chatbot continuance intention. These empirical findings entail practical implications for AI-powered chatbot developers and managerial implications for commercial brands such that (1) increasing anthropomorphism of chatbots and inducing the sense of being co-present with the chatbots are important factors AI-chatbot designers and developers need to consider and (2) inducing vivid visualization of the products endorsed by the chatbots is an important variable marketers need to understand.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1874-1886 |
| Number of pages | 13 |
| Journal | International Journal of Human-Computer Interaction |
| Volume | 39 |
| Issue number | 9 |
| DOIs | |
| State | Published - 2023 |
Funding
Open Access funding provided by the Qatar National Library. This work was partially supported by the second author’s Emerson College Faculty Development Fund.
ASJC Scopus subject areas
- Human Factors and Ergonomics
- Human-Computer Interaction
- Computer Science Applications