Effect of AI chatbot empathy and identity disclosure on willingness to donate: the mediation of humanness and social presence

Abstract

This paper explores the effect of chatbot empathy and identity disclosure on willingness to donate (WTD) to a fundraising project and the psychological mechanism in the relationship. In a 3 (information-only vs. cognitive empathy vs. affective empathy) × 2 (chatbot vs. human identity) experiment, 496 US adults had a conversation about a fundraising event with one of six artificial intelligence-powered chatbots. The results revealed that neither chatbot empathy nor identity disclosure has a significant effect on WTD, rejecting the hypotheses. However, the data supported a significant interaction effect between chatbot empathy and identity disclosure on WTD. Moreover, the results suggested that the interaction effect between chatbot empathy and identity disclosure on WTD would be mediated through human likeness and social presence. This study suggests how empathy and human identity of chatbots should be applied with care to avoid the uncanny valley effect.

Keywords:

• Chatbot empathy
• identity disclosure
• human likeness
• social presence
• uncanny valley
• human–computer interaction

Data availability

The data used to support the findings of this study are available from the corresponding author upon request.

Disclosure statement

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

Ethical approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.

Informed consent

Informed consent was obtained from all individual participants included in the study.

Additional information

Funding

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea [grant no NRF-2021S1A5C2A02088387].