More Human, Less Bot: How Anthropomorphism Impacts User Experience in Customer Support Chatbots
摘要
Understanding how to design engaging and trustworthy chatbots is crucial for businesses. While research has explored the impact of anthropomorphism on user experience, the specific contributions of different anthropomorphic dimensions (i.e., human-likeness, naturalness, lifelikeness, professionalism) remain unclear. This study investigates how various dimensions of chatbot anthropomorphism, influenced by visual design cues, affect user satisfaction and trust in customer support interactions. An online experiment was conducted where participants were randomly assigned to view one of three pre-recorded customer support scenarios. The scenarios featured identical conversations but varying chatbot designs (no avatar, static human-like avatar, dynamic human-like avatar with facial expressions). Interestingly, static human-like avatars did not significantly impact satisfaction or trust. However, the presence of an avatar with dynamic facial expressions did have a positive impact on trust. Additionally, user perceptions of the chatbot’s human-likeness, naturalness, and professionalism were linked to higher satisfaction and trust. These findings suggest that while not all anthropomorphic design cues might have an impact on user perceptions, anthropomorphism dimensions positively influence user experience with chatbots. This highlights the importance of considering user experience in chatbot design, with a focus on user satisfaction and trust.