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TRUVACE RECORD VERSION
record: TRV-2026-2669
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-11-12T16:58:20.067664Z
status: published
lens: g_space
sector: business
headline: Designing chatbots for E-commerce engagement: A multi-study approach
dek: 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…
gain_title: 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.
problem_title: (none)
trace_subject: (none)
gain_reading: 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.
gain_evidence: emotional message cues significantly enhance consumer perceptions and intentions | personalization cues alone have a limited impact
problem_reading: (none)
problem_evidence: (none)
quick_read: 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.

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.
limitation: 
tag: Evidence-backed gain
key_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.
rundown: 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:
- peer_reviewed | Computers in Human Behavior Reports | https://doi.org/10.1016/j.chbr.2026.101265 | 2026-08-01
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44a7b1963b65f4c23f98624366db6069263c15c2216b652fdae02181a47ef81c

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