Enhancing Customer Journey with Chatbots: The Role of Anthropomorphism and Response Modality in Hedonic vs. Utilitarian Context

As chatbots become integral to digital customer journeys, understanding how specific design elements influence user experience and behavior is increasingly critical. This study investigates the effects of two chatbot features—anthropomorphism (human-like cues) and response modality (visually enhanced vs. non-visual)—on cognitive and affective customer experiences and subsequent purchase intentions. Grounded in the Stimulus-Organism-Response (SOR) framework and informed by Media Richness Theory (MRT) and Regulatory Focus Theory (RFT), we conceptualize these design elements as environmental stimuli that elicit distinct psychological responses. Importantly, we examine how these effects vary across hedonic (pleasure-oriented) and utilitarian (function-oriented) product types, which represent different motivational orientations. Our findings aim to advance theoretical understanding of technology-mediated interactions by highlighting boundary conditions that shape the effectiveness of chatbot features. Practically, the study provides actionable guidance for aligning chatbot design with consumer expectations based on product context, ultimately enhancing customer engagement and optimizing digital touchpoints.