The Human Touch: The Impact of Anthropomorphism in Chatbots on the Perceived Success of Solution Focused Coaching

Ulrike Weber, Malte Lömker and Johannes Moskaliuk

management revue - Socio-Economic Studies, 2021, vol. 32, issue 4, 385-407

Abstract: This study explores how a chatbot can be used to support coachees to define and implement goals. It examines how the chatbot has to be designed to ensure that its coaching is successful. In this context anthropomorphism - the transmission of human qualities to non-human objects - should increase the acceptance of the chatbot and the perceived effectiveness of the coaching. While there are several studies on the perceived humanity of chatbots, no research has investigated the effects of anthropomorphic chatbots on the success of coaching. In an online experiment, participants (n = 44) performed randomised coaching with either a high or low anthropomorphic chatbot. Operationalizing a model of the effects of solution-focused individual coaching, the coachees were surveyed. The analysis shows that they were significantly more satisfied with the highly anthropomorphic chatbot, and rated the relationship building as well as the effectiveness of the coaching higher than by the less anthropomorphic chatbot. Therefore, the anthropomorphic representation of a chatbot in an online coaching session has a strong impact on its success.

Date: 2021
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DOI: 10.5771/0935-9915-2021-4-385

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