User Perception of Chatbots in a Mobile Commerce Environment
Palavras-chave:
Chatbots; Artificial Intelligence; Mobile Commerce; Consumer BehaviorResumo
No cenário contemporâneo, a inteligência artificial (IA) está crescendo rapidamente, e as organizações estão adotando continuamente tecnologias inteligentes. Junto aos chatbots, a IA é vista como um elemento crítico na transformação digital e tem o poder de remodelar e transformar completamente a forma como os clientes se comunicam com as organizações. No entanto, existem poucas investigações empíricas sobre o impacto que os chatbots têm em seus usuários.
Nesse contexto, este artigo investiga a implementação de heurísticas de interação, linguagem e antropomorfismo em aplicações de chatbot, utilizando um desenho experimental 2x3 com vídeos de comércio móvel. O estudo explora até que ponto heurísticas relacionadas a chatbots podem influenciar as percepções de confiança, satisfação e intenção de compra.
Os resultados desta pesquisa confirmaram que o uso de imagens e linguagem humanizadas aumenta a satisfação do usuário. A presença social no ambiente online, por meio de recursos antropomórficos, também pode gerar maior satisfação. Portanto, organizações, desenvolvedores, designers e profissionais de marketing devem focar na escolha de uma aparência humanizada, bem como em sinais linguísticos antropomórficos, para aumentar a satisfação e proporcionar uma melhor experiência geral do usuário.
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Copyright (c) 2026 Norberto Almeida de Andrade
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
