Humanlike <scp>AI</scp> for Corporate Social Responsibility Communication: How Perceived Anthropomorphism Shapes Stakeholder Acceptance of Chatbots

Abstract

ABSTRACT Despite increasing interest in leveraging AI to improve CSR communication, there is limited understanding of consumers' reactions to chatbots in CSR communication. Building upon the HAII‐TIME model, this study proposes a theoretical model from the users' psychological perspective to explain facilitative pathways through which anthropomorphic chatbots may foster user acceptance in CSR communication. Focusing on the conversational role of chatbots, we examine how perceived anthropomorphic chatbots, with communication style, animacy, and intelligence, are associated with user acceptance. An online survey was conducted with 662 Chinese adult consumers who had experience interacting with corporate chatbots. As hypothesized, the results supported a positive association between perceived anthropomorphism and users' acceptance. This association operated primarily through heuristic and relational evaluations, with perceived trendiness and trust functioning as key mediating mechanisms, while social presence contributed indirectly by supporting trust formation. This study enriches the scholarship of chatbots in strategic communication and provides both theoretical and practical implications.

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