Percorrer por autor "Allekotte, Sonja Elisabeth Maria"
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- Consumer acceptance of chatbot recommendations : how chatbot design, product type and brand personality shape adoptionPublication . Allekotte, Sonja Elisabeth Maria; Borges, MónicaChatbots, once primarily used for customer support and FAQ handling, are increasingly deployed by brands to provide personalized product recommendations in e-commerce. This shift expands their role from problem-solving assistants to proactive advisors shaping purchase decisions. Despite this potential, consumer adoption of chatbot-generated recommendations remains inconsistent. While prior research has examined mostly psychological and emotional factors as drivers, less is known about how contextual factors shape adoption. The purpose of this dissertation is to analyze the effects of chatbot design, product type and brand personality. A 2×2×2 experimental design tested differences between anthropomorphic and non-anthropomorphic chatbots, hedonic and utilitarian products, and modern versus traditional brands. Cognitive involvement and perceived consistency induced by the experimental conditions were also measured. Results show that recommendation adoption is higher for utilitarian products, anthropomorphic chatbots, and modern brands. However, perceived consistency emerged as the strongest predictor of adoption, mediating the effects of chatbot design and brand personality. Cognitive involvement, although higher for hedonic products, did not significantly influence adoption. This research contributes to consumer behavior and AI adoption literature by showing that contextual alignment, rather than isolated design features, drives acceptance of chatbot recommendations. For managers, the findings emphasize that chatbot implementation should be matched with product type and brand positioning, with the greatest benefits for utilitarian goods and modern brands.