Acceptance of AI in Service Scenarios: The Impact of Chatbot Anthropomorphism on Customers’ Willingness to Use Continuously

Enterprises are deploying chatbots to automate customer service. However, customers seem reluctant to use chatbots for commercial activities. Based on the theory of social response, this study developed a model to examine how chatbot anthropomorph affect customers' use continuance. Through scenario-based experiment, this study found that chatbot anthropomorphism can increase customers' use continuance. At the same time, competence mediates this process, that is, when faced with a highly anthropomorphic chatbot, customers feel competence and are willing to continue to use it. The conclusions of this study have guiding significance for enterprises to optimize the application of chatbots.