Anthropomorphism in service chatbots and their effects on purchase Intentions: an experimental design

Purpose Humanization of chatbots helps build consumer–artificial intelligence relationships and enhances behavioral intentions through different purchase stages. This study aims to explore the impact of anthropomorphism cues (personification cues and conversational cues) and their interaction with chatbot’s task type (handling complaints vs. product recommendations) on shaping consumers’ gratifications (utilitarian gratifications, hedonic gratifications, social gratifications and technological gratifications) and ultimately leading to purchase intentions. Design/methodology/approach The current study conducted an online scenario-based experiment with a 2 (personification cues: avatar-like vs. human-like) ×2 (conversational cues: low interactivity vs. high interactivity) ×2 (task type: handling complaints vs. product recommendation) between-subject design. The study used an online self-administered survey to measure its constructs, collecting data from Generation Z and millennial US consumers. Findings Results showed significant main effects of anthropomorphism cues on all consumer gratifications. Also, significant two-way interactions were found between both anthropomorphism cues and task type in shaping consumer gratifications. Yet, insignificant interaction was found between personification cues and task type on utilitarian gratifications as well as conversational cues and task type on social gratifications. Originality/value This study provides a novel contribution to service marketing literature by exploring how chatbot interactions differ across multiple service contexts – in both prepurchase and post-purchase stages. It highlights how anthropomorphic cues and chatbot task type interact to shape consumer gratifications, which act as a mediator on purchase intentions. This offers a holistic view of the AI–human relationships in service encounters and provides actionable insights for businesses seeking to improve chatbot service experiences.