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The impact of perceived anthropomorphism of the conversational agent (CA) on social presence, flow, and users' behavioral intention

Author

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  • Zahra Belhamri

    (The School of Higher Commercial Studies EHEC Algeria, Blida, Algeria)

  • Imene Belboula

    (Saad Dahleb University, Blida, Algeria)

Abstract

Research was conducted to investigate the influence of flow and social presence on users' behavioral intention based on the perceived anthropomorphism of the conversational agent. By using a S-O-R model, we utilized a sample of 329 participants, and the results obtained through the PLS-SEM method confirm that anthropomorphism, enhanced by social cues, significantly increases behavioral intention. Furthermore, the relationship between anthropomorphism and behavioral intention is mediated by flow and social presence through partial mediation. These findings have significant theoretical implications for understanding how anthropomorphism promotes flow state among online experience.

Suggested Citation

  • Zahra Belhamri & Imene Belboula, 2024. "The impact of perceived anthropomorphism of the conversational agent (CA) on social presence, flow, and users' behavioral intention," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 19(4), pages 45-59.
    • Handle: RePEc:cub:journm:v:19:y:2024:i:4:p:45-59
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    Keywords

    anthropomorphic conversational agent; flow; social presence; social cues; behavioral intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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