Merchandising/Marketing/Retailing: Management

Effects of AI Agent Anthropomorphism on Consumers' Affective, Cognitive, and Social Shopping Experiences

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Abstract

The purpose of this study was to propose a conceptual framework that delineates the relationships between artificial intelligence (AI) agents' anthropomorphic cues and consumers' shopping experiences. In the proposed conceptual framework, AI agent anthropomorphic cues are classified into three dimensions: human identity, verbal cues, and nonverbal cues. Further, consumers’ shopping experiences are conceptualized in terms of affective, cognitive, and social experiences. Based on a variety of theoretical approaches, such as social response theory, technological acceptance model, and the theory of anthropomorphism, our conceptual framework proposes each dimension of AI agent anthropomorphic cues can positively influence all three dimensions of consumers’ shopping experiences. This conceptual framework stimulates future research that delves into each proposed relationship to generate actionable recommendations for the design of anthropomorphic characteristics of an AI agent. 

Keywords: AI agent, Anthropomorphism, Affective shopping experiences, Cognitive shopping experiences, Social shopping experiences

How to Cite:

Shoukat, S. & Kwon, W., (2024) “Effects of AI Agent Anthropomorphism on Consumers' Affective, Cognitive, and Social Shopping Experiences”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17483