FACTORS INFLUENCING CUSTOMER EXPERIENCE WHEN USING ANTHROPOMORPHIC GENERATIVE AI CHATBOTS: A PERSPECTIVE ON LANGUAGE STYLE AND RECOMMENDATIONS
DOI:
https://doi.org/10.23969/jp.v11i02.48594Keywords:
Generative AI Chatbot, Anthropomorphic, Language Style, Recommendations, Customer ExperienceAbstract
This study aims to determine the effect of anthropomorphic Generative AI chatbots on customer experience through the perspectives of language style and recommendations. The research method used is a quantitative approach with a survey technique. The research sample consists of students from the Office Administration Education Study Program at Surabaya State University from the 2022-2024 batch who have used Generative AI chatbots. Data analysis was conducted using Structural Equation Modeling–Generalized Structured Component Analysis (SEM-GSCA). The results of the study indicate that anthropomorphic Generative AI chatbots have a significant effect on language style and recommendations, as well as a positive effect on customer experience. In addition, language style and recommendations were also found to have a significant effect on customer experience.
Downloads
References
Ali, R., Bashir, F., & Ahmad, R. (2021). Imprints of Lower Socioeconomic Class in English Speaking Anxieties and Academic Performance of Rural and Urban Students. 3(3), 412–425.
Cai, N., Gao, S., & Yan, J. (2024). How the communication style of chatbots influences consumers’ satisfaction, trust, and engagement in the context of service failure. 1–11. https://doi.org/10.1057/s41599-024-03212-0
Chen, J., Li, M., & Ham, J. (2026). Different dimensions of anthropomorphic design cues: How visual appearance and conversational style influence users’ information disclosure tendency towards chatbots. International Journal of Human - Computer Studies, 190(2024), 103320. https://doi.org/10.1016/j.ijhcs.2024.103320
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. January 1998.
Cordero, J., & Barba-guaman, L. (2022). Use of chatbots for customer service in MSMEs. https://doi.org/10.1108/ACI-06-2022-0148
Deng, G. (2022). Enhancing customer satisfaction with chatbots : The influence of communication styles and consumer attachment anxiety. July, 1–17. https://doi.org/10.3389/fpsyg.2022.902782
Dwivedi, Y. K., Das, R., Balakrishnan, J., & Baabdullah, A. M. (2023). Do chatbots establish “ humanness ” in the customer purchase journey ? An investigation through explanatory sequential design. August, 2244–2271. https://doi.org/10.1002/mar.21888
He, X., Liu, Q., & Jung, S. (2024). The Impact of Recommendation System on User Satisfaction : A Moderated Mediation Approach. 448–466.
Hyun, T., Jay, H., & Kim, J. (2025). International Journal of Hospitality Management AI-generated recommendations : Roles of language style , perceived AI human-likeness , and recommendation agent. International Journal of Hospitality Management, 126(January), 104106. https://doi.org/10.1016/j.ijhm.2025.104106
Jiahao, C., Fu, G., Zenggen, R., Mingming, L., & Jaap, H. (2025). Effects of Anthropomorphic Design Cues of Chatbots on Users ’ Perception and Visual Behaviors Effects of Anthropomorphic Design Cues of Chatbots on Users ’ Perception and Visual Behaviors. International Journal of Human–Computer Interaction, 40(14), 3636–3654. https://doi.org/10.1080/10447318.2023.2193514
Joe F Hair, Jeffrey Joe Risher, Marko Sarstedt, C. M. R. (2019). Article information : When to use and how to report the results of PLS-SEM.
Klein, K., & Martinez, L. F. (2023). The impact of anthropomorphism on customer satisfaction in chatbot commerce : an experimental study in the food sector. In Electronic Commerce Research (Vol. 23, Issue 4). Springer US. https://doi.org/10.1007/s10660-022-09562-8
Kumar, A. (2025). Anthropomorphic generative AI chatbots for enhancing customer engagement , experience and recommendation. October 2024. https://doi.org/10.1108/JCM-06-2024-6922
Kwangsawad, A., & Jattamart, A. (2022). Journal of Innovation. Journal of Innovation & Knowledge, 7(3), 100211. https://doi.org/10.1016/j.jik.2022.100211
Lisa K. Meneau, J. M. (2022). Struggling to make ends meet : can consumer financial behaviors improve ? 40(2), 263–296. https://doi.org/10.1108/IJBM-12-2020-0595
Mcgill, U., Cho, G., Mcgill, U., Choo, H., & Kwangwoon, U. (2021). GSCA Pro 1.1Panduan Pengguna. https://doi.org/10.13140/RG.2.2.28162.61127
Mozafari, N. (2022). Trust me , I ’ m a bot – repercussions of chatbot disclosure in different service frontline settings. 33(2), 221–245. https://doi.org/10.1108/JOSM-10-2020-0380
Nass, C. (2000). Machines and Mindlessness : Social Responses to Computers. 56(1), 81–103.
Nguyen, M., Pontes, N., Erik, L., Ferm, C., Thaichon, P., & Quach, S. (2023). Chatbots in frontline services and customer experience : An anthropomorphism perspective. January, 2201–2225. https://doi.org/10.1002/mar.21882
Nißen, M., Dominik, R., Stieger, M., & Fl, C. (2022). The Effects of Health Care Chatbot Personas With Different Social Roles on the Client-Chatbot Bond and Usage Intentions : Development of a Design Codebook and Web-Based Study Corresponding Author : 24. https://doi.org/10.2196/32630
Rahman, M., Khatun, F., & Bhuiyan, A. (2024). Cobotics : The Evolving Roles and Prospects of Next-Generation Collaborative Robots in Industry 5 . 0. 2024. https://doi.org/10.1155/2024/2918089
Selamat, M. A., & Windasari, N. A. (2021). Technology in Society Chatbot for SMEs : Integrating customer and business owner perspectives. Technology in Society, 66(July), 101685. https://doi.org/10.1016/j.techsoc.2021.101685
Youn, K., & Cho, M. (2023). Business types matter : new insights into the effects of anthropomorphic cues in AI chatbots. 8(December), 1032–1045. https://doi.org/10.1108/JSM-04-2022-0126
Zhang, X., Lilac, A., Piao, X., Yu, M., & Zhang, Y. (2024). Acta Psychologica Is AI chatbot recommendation convincing customer ? An analytical response based on the elaboration likelihood model. 250(October).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
