Abstract
In contrast to stationary retail, online store websites are characterized by impersonality, due to the absence of a human sales representative. To diminish the high degree of impersonality and increase social presence, studies have proposed some means to increase social presence, such as chatbots, traffic indicators, or website avatars. Our study deals with anthropomorphization of online store websites as a further mean to diminish online store impersonality. We empirically investigate the effect of anthropomorphized website design on intention to purchase from online stores and how this relationship is mediated by attributing humanlike mental states to websites, increasing the perception that such a website is trustworthy. Moreover, we explore how this causal chain depends on website visitors’ feelings of social connection. Findings from a conditional process analysis show that anthropomorphic website design fosters purchase intention. This effect is especially prevalent for persons characterized by above-average loneliness.
Recommended Citation
Wölfl, Steffen; Feste, Jasmin Maria; and Peters, Leonore Dorothea Katharina, "Is Somebody There? Anthropomorphic Website Design and Intention to Purchase from Online Stores" (2019). AMCIS 2019 Proceedings. 18.
https://aisel.aisnet.org/amcis2019/human_computer_interact/human_computer_interact/18
Is Somebody There? Anthropomorphic Website Design and Intention to Purchase from Online Stores
In contrast to stationary retail, online store websites are characterized by impersonality, due to the absence of a human sales representative. To diminish the high degree of impersonality and increase social presence, studies have proposed some means to increase social presence, such as chatbots, traffic indicators, or website avatars. Our study deals with anthropomorphization of online store websites as a further mean to diminish online store impersonality. We empirically investigate the effect of anthropomorphized website design on intention to purchase from online stores and how this relationship is mediated by attributing humanlike mental states to websites, increasing the perception that such a website is trustworthy. Moreover, we explore how this causal chain depends on website visitors’ feelings of social connection. Findings from a conditional process analysis show that anthropomorphic website design fosters purchase intention. This effect is especially prevalent for persons characterized by above-average loneliness.