AI · Full-text original research; 2×2 within-subjects experiment with mediation/structural equation modeling
Effect of anthropomorphism and perceived intelligence in chatbot avatars of visual design on user experience: accounting for perceived empathy and trust
Frontiers in Computer Science · 2025
Summary
Direct effects of anthropomorphism and perceived intelligence on UX were nonsignificant in the abstract, while the full paper reports anthropomorphism improving UX through perceived empathy and trust and an interaction in which higher perceived intelligence helps when anthropomorphism is high but can reduce UX when anthropomorphism is low. The results emphasize emotional engagement rather than intelligence alone. For a founder, use this as a question to test in your own context, not a universal playbook.
For your marketing
Possible founder application
Treat this as evidence for the specific customer behavior and adoption question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Reported result
What the study found
Direct effects of anthropomorphism and perceived intelligence on UX were nonsignificant in the abstract, while the full paper reports anthropomorphism improving UX through perceived empathy and trust and an interaction in which higher perceived intelligence helps when anthropomorphism is high but can reduce UX when anthropomorphism is low. The results emphasize emotional engagement rather than intelligence alone.
Research question
What the authors investigated
How do visual anthropomorphism and perceived intelligence in chatbot avatars affect user experience, and do perceived empathy and trust mediate those effects?
Design
Participants evaluated four combinations of high/low anthropomorphism and high/low perceived intelligence in a Latin-square within-subjects experiment. The authors used ANOVA and SEM to test direct and mediated effects.
Sample and setting
In-person experiment at Beijing Institute of Technology. 179 people participated; after 19 exclusions, 160 valid participants remained (101 female, 59 male; mean age 26, SD 5). Recruitment required chatbot interaction at least five times daily for the prior three months; participants received approximately RMB 200 gift cards.
Scope and transfer
Limitations to keep in view
The authors identify the relatively small and university-based sample, focus on visual anthropomorphism/perceived intelligence while omitting voice/behavior/personality, cross-sectional limits on causal interpretation, and the restricted mediator set (empathy and trust).
Research sources
Frontiers publisher full text directly supplies title, DOI, author list, abstract, participant accounting, experimental procedure, analyses, conclusion and limitations; the result is not inferred from a search snippet. Correction notices were not separately verified in this collection; consult the current publisher record before applying the findings.