Anthropomorphism of Chatbots A Systematic Literature Review

Yıl 2025, Cilt: 6 Sayı: 1, 71 - 86, 30.07.2025

Ekrem Çelik , Leyla Leblebici Koçer

https://doi.org/10.54439/gupayad.1635431

Öz

Purpose: To guide future marketing research by examining published articles on chatbot anthropomorphism across various parameters such as publication year, journal, number of authors, and author affiliations. Material and Method: Due to the novelty of chatbot anthropomorphism in the literature, all relevant articles were screened without any date restrictions. Web of Science, Scopus, Science Direct, Sage Journals, Emerald, Google Scholar, and TR Index databases were utilized for this research. Articles within these databases were searched using the keywords "Chatbot" and "Anthropomorphism," and subsequently categorized based on the specified parameters. This process yielded 380 articles specifically focusing on chatbot anthropomorphism in marketing. Findings: The findings indicate that the majority of articles on chatbot anthropomorphism were published in 2024. The first study was published in 2020. A country-based analysis revealed that 248 different authors from 17 countries contributed to this field, with China leading the way with 37 authors. Among the reviewed studies, 46 were quantitative, 19 were qualitative, and 9 employed a mixed-methods approach. Conclusion: The development of information and communication technologies and the widespread use of the internet have demonstrated that anthropomorphism has a positive impact on satisfaction, which, in turn, positively influences chatbot adoption intentions. Furthermore, it has been found that customers generally hold positive views towards chatbots. This observation has been recognized by both academics and businesses, leading to further investigation. In this context, studies have been conducted to develop scales and measure the extent to which chatbot anthropomorphism influences user perceptions. Chatbot anthropomorphism remains an area requiring further research, particularly within the field of marketing.

Anahtar Kelimeler

Chatbots , anthropomorphism , marketing , systematic literature review.

Chatbotların Antropomorfizmi: Sistematik Literatür Taraması

Öz

Amaç: Chatbotların Antropomorfizmi alanında yayımlanmış makaleleri, yıllar, yayımlandığı dergiler, yazar sayısı, yazarların ülkeleri gibi çeşitli parametreler çerçevesinde inceleyerek, gelecekteki pazarlama araştırmalarına rehberlik etmektir. Gereç ve Yöntem: Chatbotların Antropomorfizmi kavramı literatürde yeni bir kavram olduğu için tarih kısıtı olmadan yazılmış konu ile ilgili tüm makaleler taranmıştır. Bu araştırma için veri tabanı olarak Web of Science, Scopus, Science Direct, Sage Journals, Emerald, Google Scholar ve TR Dizin kullanılmıştır. Veri tabanlarında yer alan makaleler “Chatbot” “Antropomorfizm” anahtar kelimeleri ile aranarak incelenmiş ve belirtilen parametreler doğrultusunda sınıflandırılmıştır. Sınıflandırılan makalelerde içerik olarak pazarlama alanında chatbotların antropomorfizm tarzını konu alan 380 adet makaleye ulaşılmıştır. Bulgular: Elde edilen bulgularda chatbotların antropomorfizmi alanında ilk çalışma 2020 yılında yayımlanmış olup, makalelerin çoğunluğunun 2024 yılında yazıldığı görülmüştür. Ülke bazında incelendiğinde chatbotların anftropomorfizmi alanında 17 farklı ülkeden 248 farklı yazarın çalışmalar yaptığı görülmüştür. Çin 37 yazar ile bu ülkeler arasında ilk sırada bulunmaktadır. İncelenen çalışmaların 46’sı nicel araştırma, 19’u nitel ve 9’u da karma araştırmadır. Sonuç: İletişim teknolojilerinin gelişimi ve internet kullanımının yaygınlaşmasıyla birlikte, antropomorfizmin (insan benzeri özellikler atfetmenin) kullanıcı memnuniyeti üzerinde olumlu bir etkisi olduğu, bunun da chatbotların benimsenme niyetini artırdığı gözlemlenmiştir. Ayrıca, müşterilerin chatbotlar hakkında olumlu görüşlere sahip oldukları bulunmuştur. Bu sonuçlar akademisyenler ve firmalar tarafından dikkate değer bulunmuş ve yeni araştırmalara konu olmuştur. Bu bağlamda ölçekler geliştirilerek chatbotların antropomorfizminin kullanıcı algılarına ne ölçüde bağlı olduğunu ölçmek amacıyla araştırmalar yapılmıştır. Chatbotların Antropomorfizmi kavramı özellikle pazarlama alanında araştırmalara hala ihtiyaç duyan bir alan olarak karşımıza çıkmaktadır.

Anahtar Kelimeler

Chatbotlar , antropomorfizm , pazarlama , sistematik literatür taraması.

Kaynakça

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