Interactivity, humanness, and trust: a psychological approach to AI chatbot adoption in e-commerce
Open accessAbstract
This study aims to investigate the impact of interactivity and perceived humanness on trust toward AI chatbots in the e-commerce setting. Moreover, this study also aims to examine the mediation effect of trust toward AI chatbots in the relationship between interactivity and intention to adopt AI chatbots for e-commerce as well as in the relationship between perceived humanness and intention to adopt chatbots for e-commerce. This study used a time lag approach to collect the data from 343 customers from the southern region of China. The data were collected online through a questionnaire designed in Chinese language using a survey firm. The findings of this study indicated that there is a significant impact of interactivity and humanness on the trust toward chatbots. Moreover, the findings of this study indicated that there is a significant mediating effect of trust toward chatbots in the relationships of interactivity and perceived humanness to adopt chatbots for e-commerce. In addition, this study found a significant moderating influence on the perceived enjoyment of using chatbots in e-commerce settings. This study provides a unique perspective of expectation-confirmation theory for adopting emerging technologies for online shopping and also provides insights for designers and business firms to develop businesses to facilitate the AI chatbot feature for e-commerce.
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Design and channel factors (voice vs. text; initiation mode; anthropomorphic cues) influence perceived control and social presence, occasionally altering the direction of effects through reactance or satisfaction mechanisms.
“Fourth, design and channel factors (voice vs. text; initiation mode; anthropomorphic cues) influence perceived control and social presence, occasionally altering the direction of effects through reactance or satisfaction mechanisms [7,24,31,32,52].”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [31]
The Discussion (page unavailable) links interactivity to perceived control and human-like chatbot features to trust; it also reports that enjoyment strengthens the positive relationship between trust and adoption. The paper does not establish voice-versus-text or initiation-mode effects, effects on social presence, reactance, or a reversal in the direction of effects. (LLM, conf=0.87)
Experimental — accuracy not yet measuredPurchase intention/adoption intention is mostly positive via utility/trust, but can decrease under high autonomy.
“Mostly positive via utility/trust, but can decrease under high autonomy”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [31]
The Discussion (page unavailable) reports that trust significantly mediates intention to adopt AI chatbots for e-commerce, and the Hypothesis development section discusses utilitarian factors and perceived usefulness. Neither those passages nor searches for autonomy support the claim that intention decreases under high autonomy; the paper instead examines perceived enjoyment as a moderator. (LLM, conf=0.84)
Experimental — accuracy not yet measuredThe utility chain dominates: quality/usefulness leads to attitude/satisfaction, which leads to intention.
“Utility chain dominates: quality/usefulness → at-titude/satisfaction → intention.”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [31]
The Theoretical support section (page unavailable) says satisfaction can influence continued-use or adoption intentions, and Hypothesis development reports prior findings linking perceived usefulness to usage intentions. But the paper does not establish a quality/usefulness → attitude/satisfaction → intention chain or show that this chain dominates; its Discussion instead emphasizes interactivity and humanness acting through trust. (LLM, conf=0.84)
Experimental — accuracy not yet measuredTime-lag designs are infrequent and typically confined to intention-based outcomes rather than actual behavior.
“Time-lag designs are infrequent and typically confined to intention-based outcomes rather than actual behavior [31].”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [31]
The Data analysis sections report intention to adopt chatbots as this study’s outcome, but they do not establish how common time-lag designs are or what outcomes such designs typically measure. Searches for time-lagged and longitudinal designs and actual behavior found no non-abstract passage addressing that broader claim; the Method section describes an online survey conducted over four weeks. (LLM, conf=0.71)
Experimental — accuracy not yet measuredHigh-autonomy cues can reduce intention via powerlessness/threat-to-freedom, unless urgency/scarcity raises benefit salience and attenuates resistance.
“High-autonomy cues can reduce intention via powerless-raises benefit salience and attenuates resistance. ness/threat-to-freedom, unless urgency/scarcity”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [31]
The Discussion (page not provided) examines trust as a mediator and perceived enjoyment as a moderator of chatbot adoption. Searches for autonomy, powerlessness, threat to freedom, urgency, and scarcity found no passage addressing the claimed mechanism or exception. (LLM, conf=0.72)
Experimental — accuracy not yet measured
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- Authors
- Ding, Y., & Najaf, M.
- Affiliations
- Hubei Engineering University (CN)
- University of Sargodha (PK)
- Corresponding author
- Najaf, Muzammil
- ORCID
- Ding, Yi
- Venue
- BMC Psychology
- Published
- 2024-10-28
- Volume
- 12
- Issue
- 1
- Pages
- 595-595
- ISSN
- 2050-7283 (ISSN-L)
- PMC
- PMC11514966
- OpenAlex
- W4403842823
- Cited by
- 93
- References
- 78
- Citations by year
- 2026: 57 · 2025: 36
- FWCI
- 13.72
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- BMC Psychology (publishedVersion, cc-by-nc-nd)
- PubMed Central (publishedVersion, cc-by-nc-nd)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
- Keywords
- AI chatbots, e-commerce, chatbot adoption, interactivity, perceived humanness, trust, adoption intention, perceived enjoyment, expectation confirmation theory, online shopping, technology acceptance
- MeSH terms
- Adult, Artificial Intelligence, China, Commerce, Female, Humans, Male, Middle Aged, Surveys and Questionnaires, Internet, Intention, Trust, Young Adult
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