EFFECTS OF ANTHROPOMORPHISM IN CHATBOTS ON CUSTOMER ENGAGEMENT

Abstract

This study investigates the influence of chatbot anthropomorphism on customer engagement (CE) in a B2C context, with a particular focus on the mediating role of customer comfort (CC) and the moderating roles of Uncertainty Avoidance (UA) and Negative Attitudes Toward Chatbots (NACs). Using structural equation modeling, four out of five proposed hypotheses were supported. While the moderating effect of UA was not significant and thus excluded from the final model, NACs demonstrated a complex moderation pattern: diminishing the indirect effect of anthropomorphism (AP) on CE via CC, but enhancing it in the serial mediation pathway involving Social Presence (SP) and CC. These findings challenge prior assumptions and highlight the dualistic impact of NACs. Furthermore, SP emerged as a significant antecedent to CC, reinforcing and extending previous research (e.g., Becker et al., 2022), which initially rejected a positive link between SP and CC.The study confirms that higher levels of AP in chatbot design increase SP, which in turn boosts CC and ultimately CE. However, when users harbor negative predispositions toward chatbots, high AP and SP may paradoxically reduce CC and CE. Practical implications suggest that chatbot interfaces should aim for high anthropomorphism to mimic human interaction and enhance engagement, but user attitudes must be considered for effective implementation.

Keywords: Chatbot Anthropomorphism, Customer Engagement, Customer Comfort, Social Presence, Uncertainty Avoidance, Negative Attitudes Toward Chatbots.