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Impacto da interação com chatbots antropomórficos na relação entre o consumidor e a marca
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Abstract(s)
Numa era em que os chatbots assumem um papel crescente na interação entre marcas e consumidores, este estudo explora o impacto da antropomorfização desses agentes virtuais na perceção do utilizador e na construção da relação com a marca, com especial foco na presença social e nas emoções criadas durante a interação.
Através de um design experimental, os participantes foram expostos a interações com chatbots com e sem características humanas, sendo posteriormente avaliadas a perceção de presença social, as emoções experienciadas e os efeitos sobre a confiança, lealdade e envolvimento com a marca.
Os resultados demonstraram que a antropomorfização aumenta significativamente a perceção de presença social, que por sua vez teve um impacto direto e positivo nas variáveis que compõem a relação com a marca. As emoções positivas revelaram-se também preditores relevantes da relação com a marca, embora sem grandes diferenças significativas entre as condições. Já as emoções negativas não apresentaram efeitos estatisticamente significativos.
Assim, destaca-se o potencial estratégico de um design antropomórfico dos chatbots, sobretudo quando orientado para promover experiências mais envolventes e próximas, reforçando o papel da presença social enquanto mecanismo mediador na ligação emocional entre o consumidor e a marca.
In an era where chatbots play an increasingly prominent role in the interaction between brands and consumers, this study explores the impact of anthropomorphizing these virtual agents on user perception and the development of the brand-consumer relationship, with particular emphasis on social presence and the emotions elicited during the interaction. Through an experimental design, participants were exposed to interactions with chatbots that either displayed or lacked human-like characteristics. Subsequently, their perceived social presence, emotional responses, and the effects on brand trust, loyalty, and engagement were evaluated. The results showed that anthropomorphism significantly enhances the perception of social presence, which in turn had a direct and positive impact on the variables associated with the brand relationship. Positive emotions also emerged as relevant predictors of this relationship, although no significant differences were observed between conditions. Negative emotions, on the other hand, did not present statistically significant effects. These findings highlight the strategic potential of anthropomorphic chatbot design, especially when aimed at fostering more engaging and human-like experiences, reinforcing the role of social presence as a mediating mechanism in the emotional connection between the consumer and the brand.
In an era where chatbots play an increasingly prominent role in the interaction between brands and consumers, this study explores the impact of anthropomorphizing these virtual agents on user perception and the development of the brand-consumer relationship, with particular emphasis on social presence and the emotions elicited during the interaction. Through an experimental design, participants were exposed to interactions with chatbots that either displayed or lacked human-like characteristics. Subsequently, their perceived social presence, emotional responses, and the effects on brand trust, loyalty, and engagement were evaluated. The results showed that anthropomorphism significantly enhances the perception of social presence, which in turn had a direct and positive impact on the variables associated with the brand relationship. Positive emotions also emerged as relevant predictors of this relationship, although no significant differences were observed between conditions. Negative emotions, on the other hand, did not present statistically significant effects. These findings highlight the strategic potential of anthropomorphic chatbot design, especially when aimed at fostering more engaging and human-like experiences, reinforcing the role of social presence as a mediating mechanism in the emotional connection between the consumer and the brand.
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Keywords
Chatbot Chatbots antropomórficos Presença social Emoções Relação consumidor-marca Inteligência Artificial