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

What factors drive consumers to use artificial intelligence (AI)-powered chatbots? The current study examined the associations among AI-powered chatbots’ anthropomorphism (human-likeness, animacy, and intelligence), social presence, imagery processing, psychological ownership, and continuance intention in the context of Human-AI-Interaction. Results from a path analysis using LISREL 8.54 show that consumers’ perceived human-likeness of AI-powered chatbots is a positive predictor of social presence and imagery processing. Imagery processing is a positive predictor of psychological ownership of the products (fashion industry) and services (tourism industry) promoted by the chatbots. Most importantly, social presence and imagery processing are positive predictors of AI-chatbot continuance intention. These empirical findings entail practical implications for AI-powered chatbot developers and managerial implications for commercial brands such that (1) increasing anthropomorphism of chatbots and inducing the sense of being co-present with the chatbots are important factors AI-chatbot designers and developers need to consider and (2) inducing vivid visualization of the products endorsed by the chatbots is an important variable marketers need to understand.

Other Information

Published in: International Journal of Human–Computer Interaction
License: http://creativecommons.org/licenses/by-nc-nd/4.0/
See article on publisher's website: https://dx.doi.org/10.1080/10447318.2022.2129277