The impact of chatbot anthropomorphism on customer experience and chatbot usage intention: a technology acceptance approach

Purpose This study aims to investigate the effect of chatbot anthropomorphism on chatbot acceptance, initial trust, customer experience and chatbot usage intention. Design/methodology/approach Data were collected through an online survey. A sample of 369 higher education students from Tunisia was selected. To test the hypotheses, the data analysis was conducted using structural equation modeling (SEM) with AMOS 23. Findings Results reveal that, anthropomorphism has a significant effect on perceived ease of use, performance expectancy, social influence and initial trust. These factors, in turn, influence customer experience. Furthermore, anthropomorphism positively stimulates customer experience with chatbots, and chatbot usage intention. Originality/value This paper attempts to enrich the existing body of chatbot anthropomorphism literature by proposing and testing, under the umbrella of technology acceptance model and unified theory of acceptance and use of technology theories, a novel conceptual model that highlights the role of chatbot anthropomorphism in technology acceptance, customer experience and chatbot usage intention.