User Perception of Chatbots in a Mobile Commerce Environment

Authors

  • Norberto Almeida de Andrade Faculdades Metropolitanas Unidas

Keywords:

Chatbots; Artificial Intelligence; Mobile Commerce; Consumer Behavior

Abstract

In the contemporary landscape, artificial intelligence (AI) is rapidly growing, and organizations are continuously adopting smart technologies. Coupled with chatbots, AI is seen as a critical element in digital transformation and has the power to completely reshape and transform the way customers communicate with organizations. However, there are few empirical investigations on the impact chatbots have on their users. In this context, this article investigates the implementation of interaction heuristics, language, and anthropomorphism in chatbot applications, using a 2x3 experimental research design with mobile commerce videos. The study explores to what extent heuristics related to chatbots can influence perceptions of trust, satisfaction, and purchase intention. The findings of this research confirmed that the use of human-like images and language increases user satisfaction. Social presence in the online environment through anthropomorphic features can also create greater satisfaction. Therefore, organizations, developers, designers, and marketers should focus on choosing a human-like appearance as well as anthropomorphic language cues to enhance satisfaction and provide a better overall user experience.

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Published

2026-04-27

How to Cite

de Andrade, N. A. (2026). User Perception of Chatbots in a Mobile Commerce Environment. International Journal of Business Marketing, 10(2), 21–36. Retrieved from https://ijbmkt.org/ijbmkt/article/view/325

Issue

Vol. 10 No. 2 (2025): IJBMKT

Section

Articles

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Copyright (c) 2026 Norberto Almeida de Andrade

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