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With the rapid advancement of artificial intelligence technologies-including big data, machine learning, speech recognition, and natural language processing-chatbots have become a prominent form of human-computer interaction. They are now extensively utilized across a wide range of commercial service sectors. In recent years, the concept of chatbot anthropomorphism has garnered increasing academic interest, particularly within the fields of social science and business research. This study aims to present a comprehensive overview of the current research landscape on chatbot anthropomorphism, with a specific focus on its applications in marketing. Based on a systematic review of 155 relevant articles published between 2018 and 2024 in the Web of Science database, we employed three bibliometric tools-HistCite, VOSviewer, and CiteSpace-to conduct a visual analysis. Key dimensions examined include publication volume, leading authors, institutional affiliations, keyword clusters, and keyword evolution over time. The results reveal a consistent growth in scholarly attention to chatbot anthropomorphism since 2018, with a notable surge observed after 2020. This trend is reflected in the increasing number of publications, downloads, and citation frequencies. Among the contributing countries, China and the United States are the most prolific in terms of publication output. Araujo T is identified as the most influential author in this domain, while Computers in Human Behavior emerges as the most prominent journal publishing related work. Despite the field’s rapid development, collaboration networks among authors and institutions remain relatively underdeveloped. Keyword analysis reveals several dominant research themes, including emotional interaction, technology acceptance, service quality, interdisciplinary integration, and privacy ethics. Looking ahead, future research is expected to explore deeper dimensions of emotional cognition, multi-contextual applications, cross-cultural variations, and long-term impacts. These directions are likely to contribute to innovations that enhance both technological sophistication and societal value.

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Bibliometric Analysis of Research on Chatbot Anthropomorphism

  • 会议论文

  • 发表日期：

    2025年

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  • Wenzhou Wan,
  • Shan Li,
  • Jiaxin Tian

摘要

With the rapid advancement of artificial intelligence technologies-including big data, machine learning, speech recognition, and natural language processing-chatbots have become a prominent form of human-computer interaction. They are now extensively utilized across a wide range of commercial service sectors. In recent years, the concept of chatbot anthropomorphism has garnered increasing academic interest, particularly within the fields of social science and business research. This study aims to present a comprehensive overview of the current research landscape on chatbot anthropomorphism, with a specific focus on its applications in marketing. Based on a systematic review of 155 relevant articles published between 2018 and 2024 in the Web of Science database, we employed three bibliometric tools-HistCite, VOSviewer, and CiteSpace-to conduct a visual analysis. Key dimensions examined include publication volume, leading authors, institutional affiliations, keyword clusters, and keyword evolution over time. The results reveal a consistent growth in scholarly attention to chatbot anthropomorphism since 2018, with a notable surge observed after 2020. This trend is reflected in the increasing number of publications, downloads, and citation frequencies. Among the contributing countries, China and the United States are the most prolific in terms of publication output. Araujo T is identified as the most influential author in this domain, while Computers in Human Behavior emerges as the most prominent journal publishing related work. Despite the field’s rapid development, collaboration networks among authors and institutions remain relatively underdeveloped. Keyword analysis reveals several dominant research themes, including emotional interaction, technology acceptance, service quality, interdisciplinary integration, and privacy ethics. Looking ahead, future research is expected to explore deeper dimensions of emotional cognition, multi-contextual applications, cross-cultural variations, and long-term impacts. These directions are likely to contribute to innovations that enhance both technological sophistication and societal value.