The influence of communicating agent on users’ willingness to interact: A moderated mediation model

Abstract

Empowered by AI, chatbots are increasingly being integrated to interact with users in one-on-one communication. However, academic scrutiny on the impact of chatbots on online interaction is lacking. This study aims to fill the gap by applying self-presentation theory (presenting the desired self-impression to others) to explore how the communicating agent (chatbot vs. human agent) in interactive marketing influences users’ interaction willingness, as well as the moderating roles of users’ public self-consciousness (sense of apprehension over self-presentation concern) and sensitive information disclosure (private information linked to an individual). The results of three experimental studies indicate that chatbots can improve users’ willingness to interact by mitigating the self-presentation concern. Further, users’ public self-consciousness and sensitive information disclosure moderated the impact of chatbots in online interactions. These effects were particularly impactful for users with higher public self-consciousness and in situations with sensitive information disclosure. The findings provide theoretical and practical implications for human-chatbot interaction, chatbot strategy, and the application of chatbots in online communication.