Akademik Veri Yönetim Sistemi
10th International Socrates Congress on Education, Business, Economics and Social Sciences, Londrina, Brezilya, 29 - 30 Ocak 2025, cilt.10, ss.97-104, (Tam Metin Bildiri)
The integration of chatbots into e-commerce has revolutionized customer interactions, offering personalized shopping experiences through artificial intelligence (AI). Despite their widespread adoption, limited research has explored the impact of anthropomorphism on consumer purchase intentions. This study examines the influence of perceived animacy and intelligence in shaping consumer behavior toward chatbots in e-commerce. Utilizing a quantitative research approach, survey data will be collected from individuals who have made purchases via chatbots. Structural equation modeling (SEM) will be employed to analyze the relationships among perceived anthropomorphism, animacy, intelligence, and purchase intentions. The findings aim to expand AI and marketing literature by revealing the psychological mechanisms driving consumer engagement with anthropomorphized chatbots. Additionally, practical implications will be provided for marketers and developers to design more effective AI-driven chatbots, enhancing customer satisfaction and fostering brand loyalty.