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January 20, 2026Journal of Retailing and Consumer Services5 citationsOpen Access

How chatbot anthropomorphism shapes customer purchase decisions: Evidence from a field experiment on a cosmetic E-commerce retailer

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MIMirai IgarashiHOHiroshi OnishiOSOsamu Sakai

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Igarashi et al. (2026) studied this question.

synapsesocial.com/papers/6a5389fa3fa6281480d84bc0https://doi.org/10.1016/j.jretconser.2025.104721
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