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.

• Joonheui Bae(Gangwon State Office of Education, Republic of Korea)
• Seonggeun Jo(Kyungpook National University, Republic of Korea)
• Sung Hun Bae(Kyungpook National University, Republic of Korea)
• Isaac Cheah(Curtin University, Australia)