Customer service chatbots: Anthropomorphism and adoption

Firms are deploying chatbots to automate customer service. However, miscommunication is a frequent occurrence in human-chatbot interaction. This study investigates the relationship between miscommunication and adoption for customer service chatbots. Anthropomorphism is tested as an account for the relationship. Two experiments compare the perceived humanness and adoption scores for (a) an error-free chatbot, (b) a chatbot seeking clarification...