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Birds of a feather flock together: matched personality effects of product recommendation chatbots and users

Eunjoo Jin (Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, Austin, Texas, USA)
Matthew S. Eastin (Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, Austin, Texas, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 15 June 2022

Issue publication date: 4 May 2023

1836

Abstract

Purpose

AI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention to the effects of the personality of e-commerce chatbots. This study aimed to examine the ways that the interplay between the chatbot's and the user's personality can increase favorable product attitudes and future intentions to use the chatbot. Based on prior literature, we specifically focused on the degree of extroversion of both chatbot and user.

Design/methodology/approach

A total of 291 individuals participated in this study. Two different versions of chatbot were created for this study (i.e. extroversion: high vs. low). Participants self-reported their degree of extroversion. The PROCESS macro Model 1 and Model 7 with the Johnson–Neyman technique were employed to test the hypotheses.

Findings

The results showed that the high extroversion chatbot elicited greater user satisfactions and perceptions of chatbot friendliness among users with a high level of extroversion. On the contrary, the low extroversion chatbot resulted in greater user satisfactions and perceived chatbot friendliness among users with a low level of extroversion. This study further found that user satisfactions and perceived chatbot friendliness mediated the effects of the chatbot on greater intentions to use the chatbot and more favorable product attitudes.

Originality/value

By showing the effects of matching the personality of the chatbot and user, this study revealed that similarity-attraction effects also apply to human–chatbot interaction in e-commerce. Future studies would benefit by investigating the similarity-attraction effects in different characteristics, such as appearance, opinion and preference. This study also provides useful information for e-commerce marketers and chatbot UX/UI designers.

Keywords

Citation

Jin, E. and Eastin, M.S. (2023), "Birds of a feather flock together: matched personality effects of product recommendation chatbots and users", Journal of Research in Interactive Marketing, Vol. 17 No. 3, pp. 416-433. https://doi.org/10.1108/JRIM-03-2022-0089

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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