The Manner Is the Matter: How the Chatbot Communication Style and Consumers' Regulatory Focus Shape Purchase Intention

ABSTRACT This research explores the potential of imbuing AI‐based chatbots with human‐like communication styles, such as warmth or competence, and suggests that tailoring a chatbot's communication style to align with customer characteristics can be a strategic approach that enhances consumers' purchase intentions. To test the hypotheses, I conducted two pre‐tests and three experiments. The results indicate that individuals with a promotion‐focused orientation exhibit enhanced purchase intentions when interacting with a warm‐style chatbot, while prevention‐focused individuals show increased purchase intentions when engaging with a competent‐style chatbot. Additionally, this effect is mediated by perceived engagement. The current research enriches the literature on AI‐powered chatbots by applying regulatory fit theory to explore ways to enhance the efficiency of human–chatbot interaction in digital environments and provides valuable managerial insights.