Beyond code: Consumer response to chatbots.

ABSTRACT

Chatbots, a type of virtual AI entity designed to emulate human conversation, are gaining prominence in business and consumer domains. This research aims to consolidate extant literature focusing on a pivotal aspect the human-likeness of chatbots. Employing three fundamental themes as organizational pillars - chatbot as a non-human entity, chatbot as a human-like entity, and chatbot as an ambiguous agent - we aim to not only spotlight important findings but also chart out potential trajectories for future exploration. By delving into the intricacies of chatbot-consumer interaction, we seek to shed light on unexplored dimensions of marketing research, ultimately enhancing our understanding of this evolving field.