The Impact of Chatbot Response Strategies and Emojis Usage on Customers’ Purchase Intention: The Mediating Roles of Psychological Distance and Performance Expectancy

Artificial intelligence (AI) chatbots have been widely adopted in customer service, playing a crucial role in improving service efficiency, enhancing user experience, and elevating satisfaction levels. Current research on the impact of chatbots on consumers’ purchase decisions primarily focuses on linguistic communication features, with limited exploration into the non-verbal social cues employed by chatbots. By conducting three scenario-based experiments, this study investigates the mechanisms through which chatbot response strategies (proactive vs. reactive) and the use of emojis (yes vs. no) influence users’ purchase intention. The findings suggest that proactive response strategies by chatbots are more effective in strengthening users’ purchase intention compared to reactive strategies. Psychological distance and performance expectancy serve as significant mediators in this relationship. Additionally, the use of emojis moderates the effect of chatbot response strategies on psychological distance, while its moderating effect on performance expectancy is not significant. This study offers new insights into non-verbal social cues in chatbots, revealing the psychological mechanisms underlying the influence of chatbot response strategies on users’ purchase decisions and contributing to the limited evidence on visual symbols as moderating factors. Furthermore, the findings provide practical recommendations for businesses on optimizing chatbot interaction strategies to enhance user experience.