What factors drive consumers to use artificial intelligence (AI)-powered chatbots? The current study examined the associations among AI-powered chatbots’ anthropomorphism (human-likeness, animacy, and intelligence), social presence, imagery processing, psychological ownership, and continuance intention in the context of Human-AI-Interaction. Results from a path analysis using LISREL 8.54 show that consumers’ perceived human-likeness of AI-powered chatbots is a positive predictor of social presence and imagery processing. Imagery processing is a positive predictor of psychological ownership of the products (fashion industry) and services (tourism industry) promoted by the chatbots. Most importantly, social presence and imagery processing are positive predictors of AI-chatbot continuance intention. These empirical findings entail practical implications for AI-powered chatbot developers and managerial implications for commercial brands such that (1) increasing anthropomorphism of chatbots and inducing the sense of being co-present with the chatbots are important factors AI-chatbot designers and developers need to consider and (2) inducing vivid visualization of the products endorsed by the chatbots is an important variable marketers need to understand.

Last modified

• 05/23/2023

Creator

• Jin, S. V.
• Youn, S.

DOI

• https://doi.org/10.21985/n2-zree-9r23

Alternate Identifier

• DOI 10.1080/10447318.2022.2129277

Keyword

• Human-AI-Interaction
• Social media

Date created

• 2022

Related url

•  https://www.tandfonline.com/doi/full/10.1080/10447318.2022.2129277

Resource type

• Article

Source

• International Journal of Human-Computer-Interaction

Rights statement

• In Copyright