... to CI path is also mediated by the need for interaction (NFI) and anthropomorphism (ANTH). Findings The findings indicate that TAM variables (extended) play a major role in shaping users’ trust in chatbots used by airlines, which is crucial for enhancing the CEXP. ANTH plays a significant role...

... demonstrated the moderating role of anthropomorphism such that endowing humanlike features on VI in using emotional appeal strategy increases consumer repost choice and purchase intention for the bar soap. Findings Three experiments (total N = 1,137) demonstrated that VIs using rational appeals...

...Eunmi Jeon; Jaisang Kim Purpose This study aims to examine how anthropomorphized chatbots influence consumer anger and satisfaction with chatbot service recovery in the context of service recovery compensation. Design/methodology/approach We used a 2 (chatbot type: anthropomorphic vs control...

...Zhan (Myra) Wang; Garth Harris Purpose Our study investigates how IoT redefines the consumer–brand relationship and CRM from the consumer perspective, focusing on the anthropomorphization of smart objects and its impact on key CRM outcomes. Design/methodology/approach We used in-depth...

...Joon Woo Yoo; Junsung Park; Heejun Park Purpose This study explores the influence of textual social cues on virtual influencers' perceived attractiveness, homophily and credibility, and their impact on consumers' purchase intentions. The moderating role of perceived anthropomorphism is also...

...Wan-Hsiu Sunny Tsai; Yu Liu; Ching-Hua Chuan Purpose This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction...