The rise of AI-based chatbots has gradually changed the way consumers shop. Natural language processing (NLP) technology and artificial intelligence (AI) are likely to accelerate this trend further. However, consumers still prefer to engage with humans and resist chatbots, which are often perceived as impersonal and lacking the human touch. While the predominant tendency is to make chatbots appear more humanlike, little is known about how anthropomorphic verbal design cues in chatbots influence perceived product personalization and willingness to pay a higher product price in conversational commerce contexts. In the current work, we set out to test this through one pre-test (N = 135) and two online experiments (N = 180 and 237). We find that anthropomorphism significantly and positively affects perceived product personalization, and that this effect is moderated by situational loneliness. Moreover, the results show that the interaction between anthropomorphism and situational loneliness has an impact on the willingness to pay a higher product price. The research findings can be used for future applications of AI-driven chatbots where there is a need to provide personalized and data-driven product recommendations.

基于人工智能的聊天机器人的兴起逐渐改变了消费者的购物方式。自然语言处理（NLP）技术和人工智能（AI）可能会进一步加速这一趋势。然而，消费者仍然更喜欢与人类互动并抵制聊天机器人，因为聊天机器人通常被认为缺乏人情味且缺乏人情味。虽然主要趋势是让聊天机器人看起来更人性化，但人们对聊天机器人中的拟人化语言设计线索如何影响感知的产品个性化以及在对话式商务环境中支付更高产品价格的意愿知之甚少。在当前的工作中，我们开始通过一项预测试（N  = 135）和两项在线实验（N  = 180 和 237）来测试这一点。我们发现拟人化显着且积极地影响感知的产品个性化，并且这种影响受到情境孤独感的调节。此外，结果表明，拟人化与情境孤独感之间的相互作用对支付更高产品价格的意愿产生影响。研究结果可用于人工智能驱动的聊天机器人的未来应用，这些应用需要提供个性化和数据驱动的产品推荐。