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<p>Despite the importance of brand-related constructs in consumer behavior when using chatbots in ecommerce, previous research has only partially explored this issue. The present study addresses this topic, by analyzing the impact of chatbot humanness on brand associations, but also the mediating role of brand associations on purchase intention, and the moderating role of task complexity. Adopting an experimental approach, the study employs a 2 (Visual anthropomorphism: avatar-like vs. human-like) × 2 (Conversational intelligence: low interactivity vs. high interactivity) × 2 (Task complexity: low complexity vs. high complexity) between-subjects design. The findings reveal that chatbot humanness—presented in the form of visual anthropomorphism and conversational intelligence—directly influences brand associations. Similarly, the research shows that brand associations mediate the relationship between chatbot humanness and customer purchase intention. Finally, the results also confirm the moderating role of task complexity in the relationship between chatbot humanness and brand associations.</p>

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The effect of chatbots humanness and brand associations on consumer purchase intentions: an experimental approach

  • 期刊论文

  • 发表日期：

    2025年11月7日

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  • Luis Matosas-López

摘要

Despite the importance of brand-related constructs in consumer behavior when using chatbots in ecommerce, previous research has only partially explored this issue. The present study addresses this topic, by analyzing the impact of chatbot humanness on brand associations, but also the mediating role of brand associations on purchase intention, and the moderating role of task complexity. Adopting an experimental approach, the study employs a 2 (Visual anthropomorphism: avatar-like vs. human-like) × 2 (Conversational intelligence: low interactivity vs. high interactivity) × 2 (Task complexity: low complexity vs. high complexity) between-subjects design. The findings reveal that chatbot humanness—presented in the form of visual anthropomorphism and conversational intelligence—directly influences brand associations. Similarly, the research shows that brand associations mediate the relationship between chatbot humanness and customer purchase intention. Finally, the results also confirm the moderating role of task complexity in the relationship between chatbot humanness and brand associations.