Factors Affecting Anthropomorphism Towards Artificial Intelligence (AI): An In-depth Review on Previous Studies about Anthropomorphism in Information Systems

Unlike traditional technology, a device with artificial intelligence is characterized by its innovative interaction features and human-like appearances that lead people to anthropomorphize a non-human agent. While many researchers found significant effects of anthropomorphism in enhancing perceived humanness and interaction, the study results surrounding its effects have been inconsistent across studies. Based on 48 previous studies, this paper identifies the dimensions of anthropomorphism and compares the varying effects of anthropomorphism to offer alternative explanations about the inconsistencies as well as future guidance towards the examination of anthropomorphism in artificial intelligence. This paper highlights that anthropomorphism is a multi-dimensional construct that needs an overarching framework and the use of consistent measurements. An in-depth literature review on anthropomorphism in Information System (IS) field found a possible explanation for the contradicting effects of anthropomorphism. By identifying the dimensions of anthropomorphism and offering insights on the contradicting conclusions on the impact of anthropomorphism, this paper contributes as a guideline for future studies on anthropomorphism in Artificial Intelligence.