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

Figures & data

Figure 1. Conceptual model.

Table 1. Summary of measurement model statistics.

Construct and measurement items	Mean	SD	Factor loadings
Anthropomorphism
(1) Human-likeness (α = 0.93)
1. Fake vs. Natural	4.76	1.86	0.910
2. Machinelike vs. Humanlike	4.74	1.90	0.895
3. Artificial vs. Lifelike	4.75	1.94	0.924
(2) Animacy (α = 0.89)
1. Dead vs. Alive	4.84	1.72	0.835
2. Stagnant vs. Lively	5.15	1.69	0.878
3. Inert vs. Interactive	5.50	1.65	0.848
(3) Intelligence (α = 0.90)
1. Incompetent vs. Competent	5.47	1.57	0.831
2. Ignorant vs. Knowledgeable	5.53	1.55	0.893
3. Unintelligent vs. Intelligent	5.37	1.61	0.882
Social presence (α = 0.93)
1. How much did you feel as if you were interacting with an intelligent being?	4.71	1.89	0.932
2. How much did you feel as if you were with an intelligent being?	4.63	1.88	0.904
3. How much did you feel as if you and the chatbot were communicating with each other?	5.06	1.75	0.836
4. How compelling was your sense of the chatbot being present?	4.81	1.82	0.852
Imagery processing (α = 0.92)
1. I imagined myself in [wearing Giorgio Armani shoes/staying at this W Hotel room].	4.76	1.76	0.889
2. I enjoyed visualizing this [Giorgio Armani shoes/W Hotel room].	4.85	1.70	0.903
3. I experienced a sense of fun in thinking about the [Giorgio Armani shoes/ W Hotel room].	4.73	1.80	0.886
Psychological ownership (α = 0.89)
1. I sense that this [Giorgio Armani shoes/W Hotel room] could be mine.	4.84	1.64	0.853
2. It is easy for me to think about this [Giorgio Armani shoes/W Hotel room] as mine.	4.92	1.72	0.936
3. I feel some degree of personal ownership for this [Giorgio Armani shoes/W Hotel room].	4.49	1.95	0.814
Chatbot continuance intention (α = 0.95)
1. If I could, I would like to use this chatbot in the future.	4.75	1.83	0.911
2. I intend to continue using this chatbot in the future.	4.56	1.93	0.941
3. I expect my use of this chatbot to continue in the future.	4.67	1.92	0.953

Note: Goodness-of-fit statistics: χ² = 542.668, df = 188, p < 0.001, CFI = 0.986; NFI = 0.978; IFI = 0.986; RMSEA = 0.082.

Table 2. Correlations, shared variance, CR, AVE, MSV, and ASV.

Constructs	HUM	ANI	INT	PRE	IMA	OWN	CON
Human-likeness (HUM)	0.828	0.664	0.551	0.651	0.438	0.267	0.475
Animacy (ANI)	0.815	0.729	0.717	0.557	0.352	0.254	0.386
Intelligence (INT)	0.742	0.847	0.755	0.506	0.366	0.258	0.413
Social presence (PRE)	0.807	0.746	0.711	0.778	0.457	0.301	0.557
Imagery processing (IMA)	0.662	0.593	0.605	0.676	0.797	0.514	0.587
Psychological ownership (OWN)	0.517	0.504	0.508	0.549	0.717	0.755	0.396
Continuance intention (CON)	0.689	0.621	0.643	0.746	0.766	0.629	0.874
No. of items	3	3	3	4	3	3	3
Mean	4.75	5.16	5.46	4.80	4.78	4.75	4.66
SD	1.79	1.52	1.44	1.67	1.63	1.61	1.81
CR	0.935	0.890	0.902	0.933	0.922	0.902	0.954
AVE	0.828	0.729	0.755	0.778	0.797	0.755	0.874
MSV	0.664	0.717	0.717	0.651	0.587	0.514	0.587
ASV	0.508	0.488	0.469	0.505	0.452	0.332	0.469

Note: Correlations – below the diagonal; Squared correlations – above the diagonal; Average Variance Extracted (AVE) – on the diagonal. Composite Reliability (CR), Maximum Shared Variance (MSV), and Average Shared Variance (ASV).

Figure 2. Results of structural model.

Table 3. Results of structural model.

		Paths		Standardized coefficient	s.e.	t-Value
H1a[S]	Human-likeness	→	Social presence	0.74***	0.12	6.37
H1b[NS]	Animacy	→	Social presence	−0.12 ns	0.27	−0.44
H1c[NS]	Intelligence	→	Social presence	0.29 ns	0.21	1.40
H2a[S]	Human-likeness	→	Imagery processing	0.42*	0.18	2.27
H2b[NS]	Animacy	→	Imagery processing	−0.56 ns	0.37	−1.51
H2c[S]	Intelligence	→	Imagery processing	0.59*	0.29	2.05
H3[S]	Social presence	→	Imagery processing	0.36**	0.11	3.17
H4a[NS]	Social presence	→	Psychological ownership	0.03 ns	0.07	0.47
H4b[S]	Imagery processing	→	Psychological ownership	0.74***	0.08	9.29
H5a[S]	Social presence	→	Continuance intention	0.40***	0.06	7.11
H5b[S]	Imagery processing	→	Continuance intention	0.48***	0.08	6.16
H6[NS]	Psychological ownership	→	Continuance intention	0.05 ns	0.06	0.88

Note: [S]: supported; [NS]: not supported; Goodness-of-fit statistics: χ² = 555.062, df = 194, p < 0.001, CFI = 0.986; NFI = 0.978; IFI = 0.986; RMSEA = 0.082; *p < 0.05, **p < 0.01, ***p < 0.001. ns: non-significant.