Social Presence and Imagery Processing as Predictors of Chatbot Continuance Intention in Human-AI-Interaction

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.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

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.

Notes on contributors

S. Venus Jin

S. Venus Jin is a Full Professor and Director of Communication Program in Northwestern University in Qatar. Her research focuses on human-computer-interaction, artificial intelligence, and influencer marketing. Her publications appear in Journal of Communication, New Media & Society, Journal of Advertising, Telematics & Informatics, and Journal of Interactive Marketing, among others.

Seounmi Youn

Seounmi Youn is a Full Professor of marketing communication at Emerson College in Boston, MA. Her research focuses on new media technologies and their impact on consumer psychology. Her publications appear in Journal of Computer-Mediated Communication, Computers in Human Behavior, Telematics & Informatics, and Communication Research, among others.