Perceived Social Presence of Anthropomorphized Chatbots

Four experiments assess the effectiveness of chatbot anthropomorphism in customer-chatbot interactions. The results show a significant positive effect of chatbot anthropomorphism on customer-related outcomes but only in pre-purchase situations, not post-purchase. Importantly, social presence mediates these effects. Shopping context and information sensitivity do not act as moderators of the effects.


Miriam Biller, Elisa Konya-Baumbach, Sabine Kuester, and Sergej von Janda (2020) ,"Perceived Social Presence of Anthropomorphized Chatbots", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 52-56.


Miriam Biller, University of Mannheim
Elisa Konya-Baumbach, University of Mannheim
Sabine Kuester, University of Mannheim
Sergej von Janda, University of Mannheim


NA - Advances in Consumer Research Volume 48 | 2020

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