Trust in AI-generated virtual assistants in online-consulting

Abstract

This study examines the influence of anthropomorphism on consumer perceptions of human versus AI-generated virtual assistants (VAs), with a particular focus on the roles of warmth and competence in influencing trust in the salesperson. A between-subject design was employed with 119 participants. The findings demonstrate that human agents are perceived as significantly warmer, more competent, and more trustworthy than AI avatars. The results of the mediation analysis demonstrate that warmth acts as a complete mediator in the relationship between anthropomorphism and trust, whereas competence does not exert a significant mediating effect. These findings underscore the pivotal role of warmth in fostering trust and indicate that integrating human-like warmth into AI-generated VA design may help to bridge the trust gap.