The influence of chatbot social presence and media appeal on brand likability and usage intention: Evidence from Coffeehouse brands

Abstract

Fast-food and coffee brands increasingly use artificial intelligence (AI) chatbots to enhance customer engagement. This study applies the stimulus–organism–response (SOR) model and uses and gratifications theory (UGT) to explore how chatbot gratification factors—social presence and media appeal—affect customers’ chatbot usage intention (CUI). Data from 373 U.S. participants with Starbucks chatbot experience were analyzed using structural equation modeling (AMOS). Results show that social presence and media appeal significantly influence CUI and affective commitment. However, affective commitment does not mediate these relationships, and brand likability does not moderate the effects of social presence or media appeal on CUI.