Anthropomorphism and OTA chatbot adoption: a mixed methods study

ABSTRACT

Anthropomorphizing chatbots can facilitate effective customer interaction. Based on a mixed method, this study explores perceived chatbot anthropomorphism cues and their effects on customers’ chatbot usage intentions (UIs)in the online travel agency context. Findings suggest that (1) social presence cues and emotional message cues are major anthropomorphic cues of interest for customers and enterprises; (2) social presence cues by simply using a human avatar or mentioning the customer’s name might not be sufficient; (3) anthropomorphic emotional message cues are essential in shaping customers’ UIs; and (4) perceived trustworthiness, intelligence, and enjoyment mediate the above effect.

KEYWORDS:

• Chatbot anthropomorphism
• social presence cues
• emotional message cues
• perceived trustworthiness
• perceived intelligence
• perceived enjoyment
• usage intention (UI)
• online travel agency (OTA)
• tourism marketing
• mixed method

Approval for human participants

This research has obtained formal, prospective, approval from the Departmental Research Committee (on behalf of Human Subjects Ethics Sub-Committee), School of Hotel and Tourism Management, The Hong Kong Polytechnic University [HSEARS20201006004]

Disclosure statement

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

Supplementary material

Supplemental data for this article can be accessed here