The Impact of Anthropomorphism on AI Chatbot Usage Intention: The Mediating Role of Customer Experience in a Modified UTAUT Model

Abstract

The precipitous trajectory of artificial intelligence has hastened, within university career services, the integration of chatbot systems. However, technical sophistication alone does not guarantee the efficacy of AI chatbot deployment; user acceptance and the quality of the interaction experience are equally critical. This study identifies the mediating role of customer experience within the association between anthropomorphism, the constructs of a modified Unified Theory of Acceptance and Use of Technology (UTAUT)—namely perceived ease of use, performance expectancy, initial trust, and social influence as well as the usage intention toward the Patriot Yupi chatbot at a university Career Center. A quantitative survey was administered to 403 university alumni, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all hypothesized direct correlations were positive and statistically significant. Furthermore, customer experience meaningfully mediated the associations between anthropomorphism, the modified UTAUT constructs, and usage intention. Specifically, anthropomorphism cultivates favorable user perceptions, while customer experience serves as the pivotal mechanism translating these perceptions into a sustained intention to use the chatbot. This research extends the scope within which the UTAUT framework can be meaningfully applied within the domain of AI-driven career service chatbots and provides practical insights for designing chatbots that effectively enhance the user experience.