Effects of Anthropomorphic Design Cues of Chatbots on Users’ Perception and Visual Behaviors

Measurement of users’ perception and visual behaviors to anthropomorphic design cues of chatbots can improve our understanding of chatbots and potentially optimize chatbot design. However, as two typical and basic features, how chatbot appearances and conversational styles jointly affect users’ perception and visual behaviors remains unclear. Therefore, this study conducted an eye-tracking experiment to explore users’ perception and visual behaviors. Results indicate that anthropomorphic appearances and human-like conversational styles jointly increased users’ perception of chatbots’ social presence, trust in chatbots, and satisfaction with chatbots. In contrast, on users’ visual behaviors, such a joint effect was not found, although chatbots with higher anthropomorphic appearances and human-like conversational styles triggered more fixation counts and longer dwell time. These findings suggest that anthropomorphic appearance and human-like conversational style can improve users’ perception and attract more visual attention to chatbots. These findings provide theoretical contributions and practical implications for relevant researchers and designers.