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Beyond code: Consumer response to chatbots.

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Summary
This summary is machine-generated.

This study explores the human-likeness of chatbots, virtual AI entities used in business and consumer interactions. It organizes research into three themes: non-human, human-like, and ambiguous agents to guide future marketing research.

Keywords:
AnthropomorphismChatbotsConsumer interactionsService botsVirtual AI

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Area of Science:

  • Artificial Intelligence
  • Human-Computer Interaction
  • Marketing

Background:

  • Chatbots, or virtual AI entities, are increasingly prevalent in business and consumer sectors.
  • Understanding chatbot human-likeness is crucial for effective human-computer interaction.
  • Existing literature requires consolidation to identify research gaps and future directions.

Purpose of the Study:

  • To systematically review and synthesize existing research on chatbot human-likeness.
  • To establish a framework for analyzing chatbot interactions based on three core themes: non-human, human-like, and ambiguous agents.
  • To identify unexplored areas in marketing research related to chatbot consumer engagement.

Main Methods:

  • Literature review and synthesis.
  • Thematic analysis of research based on three organizational pillars: chatbot as a non-human entity, chatbot as a human-like entity, and chatbot as an ambiguous agent.
  • Analysis of chatbot-consumer interaction dynamics.

Main Results:

  • Identified key findings within each of the three thematic areas of chatbot human-likeness.
  • Highlighted the spectrum of chatbot perception, from purely artificial to ambiguously human.
  • Revealed the significance of human-likeness in shaping consumer perceptions and interactions.

Conclusions:

  • The human-likeness of chatbots is a multifaceted construct with significant marketing implications.
  • Further research is needed to explore the nuances of chatbot-consumer interactions across different contexts.
  • A structured understanding of chatbot human-likeness can enhance marketing strategies and consumer engagement.