Chatbot-based services in online travel agency (OTA) are rapidly spreading in order to respond more agilely to consumers' needs based on the digitalization of the travel industry. Although AI chatbots use anthropomorphism to provide social experiences on behalf of humans, research results on its effects are mixed. Therefore, based on construal level theory, this study suggests the degree of anthropomorphism (low vs. high) of chatbots prime mental representations of different construal levels (low vs. high) and the fit between anthropomorphism and communication context (communication types and conversation types) has a positive effect on use behavior. This research method consisted of sentimental analysis for exploring use behavior of AI chatbots and two experimental studies (study 1 and study 2) to examine the hypotheses. The results of this study expand construal level theory and avatar research to provide an understanding of the anthropomorphism of AI chatbots.

The following is not a conversation with a bank clerk. " Instead, let me introduce you to customized credit loans," "Do you want me to connect you to the screen of using COVID-19 support funds and checking balance?" These are the contents of consultations with AI chatbots at financial institutions. Chatbot, which used to be an additional tool for adding convenience to life, is now at the center of our lives.