Anthropomorphism and OTA chatbot adoption: a mixed methods study

Danting Cai, Hengyun Li, Rob Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

46 Citations (Scopus)


Anthropomorphizing chatbots can facilitate effective customer interaction. Based on a mixed method, this study explores perceived chatbot anthropomorphism cues and their effects on customers’ chatbot usage intentions (UIs)in the online travel agency context. Findings suggest that (1) social presence cues and emotional message cues are major anthropomorphic cues of interest for customers and enterprises; (2) social presence cues by simply using a human avatar or mentioning the customer’s name might not be sufficient; (3) anthropomorphic emotional message cues are essential in shaping customers’ UIs; and (4) perceived trustworthiness, intelligence, and enjoyment mediate the above effect.

Original languageEnglish
Pages (from-to)228-255
Number of pages28
JournalJournal of Travel and Tourism Marketing
Issue number2
Publication statusPublished - May 2022


  • Chatbot anthropomorphism
  • emotional message cues
  • mixed method
  • online travel agency (OTA)
  • perceived enjoyment
  • perceived intelligence
  • perceived trustworthiness
  • social presence cues
  • tourism marketing
  • usage intention (UI)

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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