Anthropomorphism Effects on Perceived Interactivity in the Context of ChatGPT*
Anthropomorphism Effects on Perceived Interactivity in the Context of ChatGPT*
강승묵, 김주란, Huimin XU
초록
Purpose: This study aims to clarify the concept of anthropomorphism in the ChatGPT context and examine its effects onperceived interactivity, attitude, electronic word-of-mouth (eWOM) intention, and purchase intention. Research design, data andmethodology: A survey was conducted to investigate the effects of anthropomorphism on perceived interactivity, therebyidentifying the role of anthropomorphism in ChatGPT and its main consequences, including perceived interactivity, attitude,eWOM intention, and purchase intention. Results: The findings highlight the significant role of anthropomorphism in enhancingperceived interactivity, which subsequently influences attitude, eWOM intention, and purchase intention within the ChatGPTcontext. Conclusions: This study contributes to the literature on verbal anthropomorphism in ChatGPT, offering insights into howdifferent levels of verbal anthropomorphism impact user interactions. The findings clearly address a specific research gap byclarifying areas where existing marketing knowledge on verbal anthropomorphism is limited, and by extending the concept ofverbal anthropomorphism in the context of ChatGPT. The study also provides practical implications for marketing strategies aimedat enhancing perceived interactivity by effectively incorporating anthropomorphism in ChatGPT applications.