Do Anthropomorphic Chatbots Increase Counseling Satisfaction and Reuse Intention? The Moderated Mediation of Social Rapport and Social Anxiety

The growing demand for mental health services and artificial intelligence chatbots to replace human agents have led to increased attention to chatbot anthropomorphizing. This study explored the effect of anthropomorphism on counseling satisfaction and reuse intention for chatbot-led mental health counseling and the mediating role of social rapport in the relationship. This study also examined the interaction effect of anthropomorphism and social anxiety on counseling satisfaction and reuse intention. A total of 374 U.S. adults were recruited from an online crowdsourcing company to simulate user-chatbot interactions in the context of mental health counseling. Two chatbots either with a high anthropomorphic design (i.e., human face) or low anthropomorphic design (i.e., robot face) were developed through Dialogflow—a natural language processing engine—to examine the hypotheses. The results revealed that the high anthropomorphic design produced higher counseling satisfaction and reuse intention than the low anthropomorphic design, while this relationship is mediated by the perceived social rapport between chatbot counselors and users. The results further revealed a significant interaction effect of anthropomorphism and social anxiety on counseling satisfaction and reuse intention. The findings of this study are expected to (a) enhance the understanding of the effect of anthropomorphic chatbots on counseling satisfaction and reuse intention, (b) clarify moderating effects of social rapport and social anxiety, and (c) help mental health practitioners and chatbot designers by providing a psychological mechanism of how anthropomorphism functions in the context of human–chatbot interaction.