The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce
Abstract
Numerous businesses have employed chatbots with a human-like speaking ability to assist customers with online shopping and customer service; however, it is uncertain whether or not these efforts will pay off by consumers engaging with them. Would young, digital-native consumers use chatbots as we anticipated? If so, what would make them use chatbots? Academic investigations into consumers’ perceptions and acceptance of chatbot commerce are lacking. This research tries to address this question by examining the effect of anthropomorphism on consumers’ perceptions of mobile messenger chatbots and its impact on behavioral decision making. The findings confirm that anthropomorphism plays a positive role in shaping consumers’ intentions to purchase through chatbot commerce.
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In numerous studies, trust is generally assessed as a level rather than as calibration.
“and”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [62]
In numerous studies, delegation is derived from intentions of adoption or continuation rather than from direct observation of handoff behavior.
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From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [62]
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- Authors
- Han, M. C.
- Affiliations
- Kean University (US)
- Corresponding author
- Han, Min Chung
- ORCID
- Han, Min Chung
- Venue
- Journal of Internet Commerce
- Publisher
- Informa UK Limited
- Published
- 2021-01-02
- Volume
- 20
- Issue
- 1
- Pages
- 46-65
- ISSN
- 1533-2861 (ISSN-L)
- 1533-287X
- OpenAlex
- W3121082616
- Cited by
- 220
- References
- 11
- Citations by year
- 2026: 33 · 2025: 61 · 2024: 46 · 2023: 48 · 2022: 26 · 2021: 6
- FWCI
- 11.14
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Internet Commerce (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- anthropomorphism, purchase intention, consumer acceptance, behavioral decision making, online shopping
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