Chatbots, a type of virtual AI entity designed to emulate human conversation, are gaining prominence in business and consumer domains. This research aims to consolidate extant literature focusing on a pivotal aspect: the human-likeness of chatbots. Employing three fundamental themes as organizational pillars – chatbot as a non-human entity, chatbot as a human-like entity, and chatbot as an ambiguous agent – we aim to not only spotlight important findings but also chart out potential trajectories for future exploration. By delving into the intricacies of chatbot–consumer interaction, we seek to shed light on unexplored dimensions of marketing research, ultimately enhancing our understanding of this evolving field.

中文翻译：

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超越代码：消费者对聊天机器人的反应


聊天机器人是一种旨在模拟人类对话的虚拟人工智能实体，在商业和消费者领域日益受到重视。这项研究旨在整合现有文献，重点关注一个关键方面：聊天机器人的人类相似性。采用三个基本主题作为组织支柱——聊天机器人作为非人类实体、聊天机器人作为类人实体以及聊天机器人作为模糊代理——我们的目标不仅是突出重要的发现，而且还为未来的探索绘制出潜在的轨迹。通过深入研究聊天机器人与消费者互动的复杂性，我们试图揭示营销研究中未探索的维度，最终增强我们对这个不断发展的领域的理解。