How Anthropomorphism And Initial Trust Shape Chatbot Customer Experience? The Moderating Role Of Technology Anxiety

Based on the stimulus-organism-response (SOR) model, this study aims to investigate the effect of anthropomorphism and initial trust on customer experience. It also assesses the moderating effect of technology anxiety on the relationship between anthropomorphism and customer experience, which remains underexplored. Data were collected from 385 Tunisian students and analyzed using partial least squares structural equation modeling. Results indicate that anthropomorphism has a positive influence on both initial trust and customer experience, and that initial trust has a positive effect on customer experience. Findings also reveal that technology anxiety negatively moderates the relationship between anthropomorphism and customer experience. This study provides valuable insights for managers and system developers.

Anthropomorphism, Initial trust, Technology anxiety, Chatbot customer experience, SOR Model

1. Baabdullah, A. M., Alalwan, A. A., Algharabat, R. S., Metri, B., & Rana, N. P. (2022). Virtual agents and flow experience : An empirical examination of AI-powered chatbots. Technological Forecasting and Social Change, 181, 121772. https://doi.org/10.1016/j.techfore.2022.121772 [Google Scholar] [Crossref]

2. Chen, J.-S., Le, T.-T.-Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), 1512 1531. https://doi.org/10.1108/IJRDM-08-2020-0312 [Google Scholar] [Crossref]

3. Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human : A three-factor theory of anthropomorphism. Psychological Review, 114(4), 864 886. https://doi.org/10.1037/0033-295X.114.4.864 [Google Scholar] [Crossref]

4. Fotheringham, D., & Wiles, M. A. (2023). The effect of implementing chatbot customer service on stock returns : An event study analysis. Journal of the Academy of Marketing Science, 51(4), 802 822. https://doi.org/10.1007/s11747-022-00841-2 [Google Scholar] [Crossref]

5. Gouveia, J., & Santos, S. (2025). Rethinking the Customer Journey : Impact of AI for Consumers and Businesses—A Systematic Literature Review and Research Agenda. International Journal of Consumer Studies, 49(6), e70136. https://doi.org/10.1111/ijcs.70136 [Google Scholar] [Crossref]

6. Habib, M. D., Attri, R., Salam, M. A., & Yaqub, M. Z. (2025). Retail consumers’ conundrum : An in-depth qualitative study navigating the motivations and aversion of chatbots. Journal of Retailing and Consumer Services, 82, 104147. https://doi.org/10.1016/j.jretconser.2024.104147 [Google Scholar] [Crossref]

7. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R : A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7 [Google Scholar] [Crossref]

8. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2 24. https://doi.org/10.1108/EBR-11-2018-0203 [Google Scholar] [Crossref]

9. Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research : Updated guidelines. Industrial Management & Data Systems, 116(1), 2 20. https://doi.org/10.1108/IMDS-09-2015-0382 [Google Scholar] [Crossref]

10. Li, Y., Gan, Z., & Zheng, B. (2023). How do Artificial Intelligence Chatbots Affect Customer Purchase? Uncovering the Dual Pathways of Anthropomorphism on Service Evaluation. Information Systems Frontiers. https://doi.org/10.1007/s10796-023-10438-x [Google Scholar] [Crossref]

11. Lin, B., & Lee, W. (2025). Service robots and initial trust dynamics : Consumers’ ethical challenges in tourism and hospitality. Journal of Travel & Tourism Marketing, 42(3), 282 306. https://doi.org/10.1080/10548408.2025.2468460 [Google Scholar] [Crossref]

12. Lu, Y., & Zhang, J. (2025). Balancing identity diversity and product contexts : Understanding consumer trust in AI-enhanced chatbot services. Journal of Retailing and Consumer Services, 84, 104205. https://doi.org/10.1016/j.jretconser.2024.104205 [Google Scholar] [Crossref]

13. Maduku, D. K., Rana, N. P., Mpinganjira, M., & Thusi, P. (2025). Exploring the ‘Dark Side’ of AI ‐Powered Digital Assistants : A Moderated Mediation Model of Antecedents and Outcomes of Perceived Creepiness. Journal of Consumer Behaviour, 24(3), 1194 1221. https://doi.org/10.1002/cb.2462 [Google Scholar] [Crossref]

14. Martínez Puertas, S., Illescas Manzano, M. D., Segovia López, C., & Ribeiro-Cardoso, P. (2024). Purchase intentions in a chatbot environment : An examination of the effects of customer experience. Oeconomia Copernicana, 15(1), 145 194. https://doi.org/10.24136/oc.2914 [Google Scholar] [Crossref]

15. Mehrabian, A. and Russell, J.A. (1974), "An Approach to Environmental Psychology, The MIT Press, Cambridge, Mass [Google Scholar] [Crossref]

16. Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among Alternative Service Delivery Modes : An Investigation of Customer Trial of Self-Service Technologies. Journal of Marketing, 69(2), 61 83. https://doi.org/10.1509/jmkg.69.2.61.60759 [Google Scholar] [Crossref]

17. Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899 906. [Google Scholar] [Crossref]

18. Mohammed, A., & Ferraris, A. (2025). Exploring motivational drivers of AI chatbot adoption in emerging markets : Insights from the stimulus-organism-response model for service automation. The Bottom Line. https://doi.org/10.1108/BL-11-2024-0189 [Google Scholar] [Crossref]

19. Mostafa, R. B., & Kasamani, T. (2022). Antecedents and consequences of chatbot initial trust. European journal of marketing, 56(6), 1748 1771. [Google Scholar] [Crossref]

20. Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption : When UTAUT meets TTF and ITM. International journal of information management, 34(5), 689 703. [Google Scholar] [Crossref]

21. Pavone, G., & Desveaud, K. (2024). Strategic Implications of Chatbots in Marketing : Exploring Applications and Factors of Customer Acceptance. In L. Matosas-López (Éd.), The Impact of Digitalization on Current Marketing Strategies (p. 1 18). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83753-686-320241001 [Google Scholar] [Crossref]

22. Rizomyliotis, I., Kastanakis, M. N., Giovanis, A., Konstantoulaki, K., & Kostopoulos, I. (2022). “How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment. Journal of Business Research, 153, 329 340. https://doi.org/10.1016/j.jbusres.2022.08.035 [Google Scholar] [Crossref]

23. Sayed, D., & Abutaleb, S. (2025). Anthropomorphic chatbots as a catalyst for online customer experience (CX) : The case of Egyptian consumers. Journal of Marketing Communications, 1 15. https://doi.org/10.1080/13527266.2025.2453229 [Google Scholar] [Crossref]

24. Sboui, M., Baati, O., & Sfar, N. (2024). Influencing factors and consequences of chatbot initial trust in AI telecommunication services : A study on Generation Z. The TQM Journal. https://doi.org/10.1108/TQM-02-2024-0085 [Google Scholar] [Crossref]

25. Sfar, N., Sboui, M., & Baati, O. (2025). The impact of chatbot anthropomorphism on customer experience and chatbot usage intention : A technology acceptance approach. International Journal of Quality and Service Sciences, 17(2), 168 194. https://doi.org/10.1108/IJQSS-06-2024-0079 [Google Scholar] [Crossref]

26. Shams, G., Kim, K. K., & Kim, K. (2024). Enhancing service recovery satisfaction with chatbots : The role of humor and informal language. International Journal of Hospitality Management, 120, 103782. https://doi.org/10.1016/j.ijhm.2024.103782 [Google Scholar] [Crossref]

27. Sheehan, B., Jin, H. S., & Gottlieb, U. (2020). Customer service chatbots : Anthropomorphism and adoption. Journal of Business Research, 115, 14 24. https://doi.org/10.1016/j.jbusres.2020.04.030 [Google Scholar] [Crossref]

28. Shi, X., Niu, G., Jin, S., Yang, W., & Sun, X. (2025). The Influence of anthropomorphism on trust in artificial intelligence : Take virtual agent as an example. International Journal of Human-Computer Studies, 205, 103644. https://doi.org/10.1016/j.ijhcs.2025.103644 [Google Scholar] [Crossref]

29. Song, S. W., & Shin, M. (2024). Uncanny Valley Effects on Chatbot Trust, Purchase Intention, and Adoption Intention in the Context of E-Commerce : The Moderating Role of Avatar Familiarity. International Journal of Human–Computer Interaction, 40(2), 441 456. https://doi.org/10.1080/10447318.2022.2121038 [Google Scholar] [Crossref]

30. Trivedi, J. (2019). Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love : The Moderating Role of Perceived Risk. Journal of Internet Commerce, 18(1), 91 111. https://doi.org/10.1080/15332861.2019.1567188 [Google Scholar] [Crossref]

31. Truong, T. T. H., & Chen, J. S. (2025). When empathy is enhanced by human–AI interaction : An investigation of anthropomorphism and responsiveness on customer experience with AI chatbots. Asia Pacific Journal of Marketing and Logistics, 37(12), 3908 3925. https://doi.org/10.1108/APJML-10-2024-1464 [Google Scholar] [Crossref]

32. Yanxia, C., Shijia, Z., & Yuyang, X. (2024). A meta-analysis of the effect of chatbot anthropomorphism on the customer journey. Marketing Intelligence & Planning, 42(1), 1 22. https://doi.org/10.1108/MIP-03-2023-0103 [Google Scholar] [Crossref]

33. Yatawara, K., Sampath, T., Kalupahana, P. L., Rathnayake, S., Jayasuriya, N., & Rathnayake, N. (2025). A Systematic Review on Consumer Adoption of AI-driven Chatbots. Vision: The Journal of Business Perspective, 09722629251332349. https://doi.org/10.1177/09722629251332349 [Google Scholar] [Crossref]

• "Towards GDP to GEP-Centric Model: A Proposed GEP Index Framework and Its Application in Haryana"
• Physicochemical Analysis of Petroleum Products in Selected Depots in Calabar Metropolis Cross River State and The Effects on Motor Engine
• Impact of Employee Welfare Measures on Workforce Well-Being in SBI: Insights from the Public Banking Sector
• Problem of Small-Scale Farmers in Agricutlure Sector in Tirunelveli Taluk
• Globalization, Economic Development, and Ecological Footprint in Tunisia: A QARDL Approach