The Influence of Anthropomorphism on Consumer Willingness to Provide Personal Information to Chatbots

This study explores the impact of chatbot anthropomorphism on users' willingness to share sensitive information. Conducted with 180 participants via Prolific, it employed a between-groups design to compare responses to sensitive and non-sensitive questions posed by anthropomorphizedand control chatbots. The findings indicate that while anthropomorphized chatbots were perceived as more human-like, they did not significantly increase the sharing of sensitive information compared to control chatbots. This research sheds light on the complexities of user interactions with AI in the context of personal data sharing, offering insights for designing more effective chatbot of marketing communication strategies.