How Do Artificial Intelligence Chatbots Affect Customer Purchase? Uncovering the Dual Pathways of Anthropomorphism on Service Evaluation
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Behavioral lift appears when systems reduce friction (latency/steps) or improve option fit (recommendation relevance).
“Behavioral lift appears when systems reduce fric-havioral intention rather than verified execution. tion (latency/steps) or improve option fit (recom-mendation relevance).”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
Satisfaction declines when designs trigger reactance or cognitive/affective overload, which depress downstream evaluations.
“It declines when designs trigger reactance or cognitive/affective overload, which depress downstream evaluations.”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
In many studies, conversion is proxied via self-reported ordering/behavioral intention rather than verified execution.
“In many studies,”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
Satisfaction rises via problem-solving, confirmation, usefulness, and interaction/service quality.
“Satisfaction rises via problem-solving, confirmation, usefulness, and interaction/service quality.”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
Satisfaction/CX/perceived service quality is mostly positive, but design can introduce negative affect (reactance, overload).
“Mostly positive, but design can introduce negative affect (reactance, overload)”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
Observed conversion/purchase behavior is positive when friction drops or recommendations fit, but not universal.
“Positive when fric-tion drops or rec-ommendations fit, but not universal”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [64]
Cites
The theory of planned behavior
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On seeing human: A three-factor theory of anthropomorphism
Epley, N., Waytz, A., & Cacioppo, J. T. (2007) · Psychological Review · doi:10.1037/0033-295x.114.4.864 · Cited by 4,069 · cited 2× · see citing works
“Regarding advantages, when chatbots exhibit human-like capacities such as responsiveness and reliability, customers are more likely to trust the information and assistance provided by the chatbot (Epley et al., 2007), which further enhances their service evaluations.”
An empirical comparison of the efficacy of covariance-based and variance-based SEM
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The impact of chatbot conversational skill on engagement and perceived humanness
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An integrated model of voice-user interface continuance intention: The gender effect
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Leong, L.-Y., Hew, T.-S., Ooi, K.-B., Metri, B., & Dwivedi, Y. K. (2023) · Information Systems Frontiers · doi:10.1007/s10796-022-10337-7 · Cited by 80 · cited 1× · see citing works
“The findings are in line with the literature on the theory of planned behavior, which is a typical behavioral theory in information systems research, and argue that behavioral intention is the most proximal determinant of actual behavior (Leong et al., 2022).”
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Anthropomorphism in artificial intelligence: a game-changer for brand marketing
Gomes, S., Lopes, J. M., & Nogueira, E. (2025) · Future Business Journal · doi:10.1186/s43093-025-00423-y · Cited by 52 · see citing works
Balaskas, S. (2026) · Information · doi:10.3390/info17030222 · Cited by 8 · see citing works
- Authors
- Li, Y., Gan, Z., & Zheng, B.
- Affiliations
- Hefei University of Technology (CN)
- Central South University (CN)
- Corresponding author
- Zheng, Bowen
- ORCID
- Venue
- Information Systems Frontiers
- Published
- 2023-10-23
- Volume
- 27
- Issue
- 1
- Pages
- 283-300
- ISSN
- 1387-3326 (ISSN-L)
- 1572-9419
- OpenAlex
- W4387874239
- Cited by
- 47
- References
- 12
- Citations by year
- 2026: 23 · 2025: 20 · 2024: 4
- FWCI
- 26.07
- Type
- book chapter
- Language
- en
- Open access
- closed
- Licence
- Locations
- Information Systems Frontiers (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- National Natural Science Foundation of China (72002062)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
- Keywords
- chatbots, anthropomorphism, purchase decision, service evaluation, trust in chatbots, behavioral beliefs, social information processing theory, customer service automation, online shopping
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