Customer Service Chatbots: Anthropomorphism, Adoption and Word of Mouth

Chatbots can be configured to provide customer service. This thesis submits two quantitative studies to support the idea that a chatbot's perceived humanness is important to consumers. Preliminary results suggest that the anthropomorphism of a chatbot leads to increases in adoption and recommendation intent. Furthermore, the source of the anthropomorphic perceptions appears linked to a chatbot's use of specific linguistic stratagems which can be manipulated by practitioners and researchers.