The impact of perceived anthropomorphism of the conversational agent (CA) on social presence, flow, and users' behavioral intention

Zahra Belhamri () and Imene Belboula ()
Additional contact information
Zahra Belhamri: The School of Higher Commercial Studies EHEC Algeria, Blida, Algeria
Imene Belboula: Saad Dahleb University, Blida, Algeria

Marketing Science & Inspirations, 2024, vol. 19, issue 4, 45-59

Abstract: Research was conducted to investigate the influence of flow and social presence on users' behavioral intention based on the perceived anthropomorphism of the conversational agent. By using a S-O-R model, we utilized a sample of 329 participants, and the results obtained through the PLS-SEM method confirm that anthropomorphism, enhanced by social cues, significantly increases behavioral intention. Furthermore, the relationship between anthropomorphism and behavioral intention is mediated by flow and social presence through partial mediation. These findings have significant theoretical implications for understanding how anthropomorphism promotes flow state among online experience.

Keywords: anthropomorphic conversational agent; flow; social presence; social cues; behavioral intention (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/impact-perceived-anthropomorphism/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:19:y:2024:i:4:p:45-59

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().