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Vietnamese online shoppers rated emotional shopping chatbots higher in three experiments
Study title: Designing chatbots for E-commerce engagement: A multi-study approach
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
- Published
- 1 min read
- Truvace record
- TRV-2026-2669cite or check it
Study title: Designing chatbots for E-commerce engagement: A multi-study approach
A study in Computers in Human Behavior Reports tested how human-like design cues in shopping chatbots shape what online shoppers think of them. Three controlled experiments with Vietnamese shoppers found that emotional message cues improved perceptions of the chatbot and the shoppers' intention to use it.
Read the study abstract
This study investigates how anthropomorphism design cues in shopping chatbots influence consumers’ perceptions and usage intentions on online shopping platforms. Using a sequential mixed-methods design, qualitative interviews identified two key dimensions of chatbot anthropomorphism: interactive personalization cues and conversational emotional cues. Three controlled experiments with Vietnamese online shoppers tested their effects on perceived shopping security, perceived recommendation quality, shopping enjoyme…
The gain
In three controlled experiments with Vietnamese online shoppers, chatbots using emotional message cues raised shoppers' ratings of security, recommendation quality and enjoyment, and their intention to use the chatbot, while personalization cues alone had limited effect.
In brief
Personalization cues on their own had only a limited effect, and combining the two cue types added nothing beyond the effect of each. Shoppers' ratings of security, recommendation quality and enjoyment accounted for how emotional cues raised adoption intention.
The outcomes are shoppers' perceptions and stated intentions in controlled settings, not recorded purchases or sales.
Main points
- Researchers first ran qualitative interviews that identified two dimensions of chatbot anthropomorphism: interactive personalization cues and conversational emotional cues.
- Three controlled experiments with Vietnamese online shoppers then tested the cues' effects on perceived shopping security, recommendation quality, enjoyment and usage intentions.
- Emotional message cues significantly enhanced consumer perceptions and intentions.
- Personalization cues alone had limited impact, and the interaction between the two cue types was insignificant.
- Mediation analysis found that perceived security, recommendation quality and enjoyment carried the effect of emotional cues on adoption intention.
The full story
The research used a sequential mixed-methods design. Interviews came first and defined two kinds of chatbot cues: interactive personalization, and conversational emotional expression. These were then manipulated in three controlled experiments.
The experiments measured four outcomes among Vietnamese online shoppers: perceived shopping security, perceived recommendation quality, shopping enjoyment and intention to use the chatbot. Emotional message cues improved these outcomes, while personalization cues alone did little.
Mediation analysis showed the three perception measures transmitted the effect of emotional cues on adoption intention. The authors conclude that emotionally expressive chatbot design may build trust, satisfaction and continued engagement in online shopping.
Sources
1 on file- Computers in Human Behavior Reportsdoi:10.1016/j.chbr.2026.101265
Talk it over
Who gets this benefit, and who was left out of the study or story?
Vietnamese online shoppers rated emotional shopping chatbots higher in three experimentshttps://truvace.com/item/designing-chatbots-for-e-commerce-engagement-a-multi-study-approach
Who gets this benefit, and who was left out of the study or story?
The gain In three controlled experiments with Vietnamese online shoppers, chatbots using emotional message cues raised shoppers' ratings of security, recommendation quality and enjoyment, and their intention to use the chatbot, while personalization cues alone had limited effect.
Answer in the threadHow do we know? What can this kind of evidence show, and what can’t it?
The evidence This rests on a controlled comparison, from Computers in Human Behavior Reports.
Answer in the threadWhat does it leave open? What else would you want to know before acting on it?
Answer in the threadHave you seen AI used this way where you study, work or live? Did it go the same way?
Answer in the thread
The questions are the same on every record. The details under them are taken from this record as written.
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