How does anthropomorphism of AI-powered chatbots shape emotions and brand love? A study on Online Travel Agencies
Sushant Kumar
Abstract
Despite increasing adoption of chatbots by Online Travel Agencies (OTAs), there remains a paucity of research on how anthropomorphism of AI-powered chatbots improves consumers’ brand love. Accordingly, the study addresses this gap by investigating the impact of chatbot anthropomorphism on brand love and recommendation intentions for OTAs. Anchored in the stimulus-organism-response theory, the study conceptualises a model where anthropomorphism acts as stimulus, emotional responses (pleasure-arousal-dominance theory) serve as organism, and brand love and recommendation intentions function as response. The findings demonstrate that anthropomorphism of OTAs’ chatbots triggers emotional responses which positively influence brand love. Further, brand love is found to be a strong predictor of recommendation intentions. Furthermore, the mediating effects of emotions are confirmed. The findings contribute to the valuable theoretical insights on evolving literature of AI and chatbots in specific, and add to the broader discussion of tourism and hospitality.