Satisfaction with AI chatbots in crowdsourcing services: anthropomorphic and fairness perspectives

Le Yi Koh, Yek Guo Cheh, Kum Fai Yuen and Xueqin Wang

Behaviour and Information Technology, 2025, vol. 44, issue 17, 4198-4219

Abstract: The creation of human-like AI chatbots for service interactions has raised controversies about whether such technologies can truly generate a personal touch while improving fairness perception and overall customer experience. Pivoting on computer as social actors and perceived justice theories, this research examines and updates the factors influencing customers’ satisfaction with AI chatbots in the modern era. An online questionnaire was conducted in Singapore and 450 valid responses were collated. Structural equation modelling was utilised to investigate the model and the gathered data. The outcomes of this study have shown that perceived anthropomorphic characteristics and perceived empathy have significant and positive impacts on customers’ perceptions of interactional justice, distributive justice, and procedural justice. These justice perceptions then create trust in the AI chatbots and consequently influence customer satisfaction. The findings have substantiated the use of AI chatbots from anthropomorphic and fairness contexts. They also provide theoretical and managerial contributions for existing and future service providers that adopt AI chatbots.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2025.2469660 (text/html)
Access to full text is restricted to subscribers.

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:taf:tbitxx:v:44:y:2025:i:17:p:4198-4219

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2025.2469660

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().