Anthropomorphic Virtual Agents in Luxury Travel Booking: Enhancing Perceived Anthropomorphism and Social Presence

ABSTRACT In the rapidly evolving landscape of digital luxury experiences, this study examines the impact of Anthropomorphic Virtual Agents (AVAs) in luxury travel booking applications, focusing on their role in enhancing perceived anthropomorphism and social presence. Through two experimental studies, the research explores (1) how the presence of AVAs influences users' perceived social presence, and (2) how specific AVA attributes, such as personification and communication style, shape perceived anthropomorphism and, in turn, social presence. The findings reveal that AVAs significantly enhance social presence, with perceived anthropomorphism acting as a key mediating factor. These insights highlight the potential of AVAs to transform digital luxury services by fostering more immersive and engaging interactions. Although previous research has explored traditional virtual agents (e.g., chatbots, avatars, etc.) in other industries (retail, e‐commerce, gaming, etc.), the role of AVAs in luxury travel services remains largely unexplored, particularly regarding attributes like personification and communication style. The study contributes to the human‐computer interaction literature by clarifying the psychological mechanisms through which AVAs influence user perception in high‐end markets. It also provides strategic implications for luxury travel brands seeking to differentiate their digital services through advanced AI‐driven interfaces that align with evolving consumer expectations.