Hamedani, Sha a eh Shahidi; Mani annan, Yu an aaj; Yoke, Lam Ki ; Ee, Lim Soek;
Aslam, Sa az
A icle
Un eiling he impac o ai-cha bo a ibu es and
an h opomo phic cues in e-comme ce
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Hamedani, Sha a eh Shahidi; Mani annan, Yu an aaj; Yoke, Lam Ki ; Ee, Lim
Soek; Aslam, Sa az (2025) : Un eiling he impac o ai-cha bo a ibu es and an h opomo phic
cues in e-comme ce, Pakis an Jou nal o Comme ce and Social Sciences (PJCSS), ISSN 2309-8619,
Joha Educa ion Socie y, Pakis an (JESPK), Laho e, Vol. 19, Iss. 3, pp. 441-467,
h ps://doi.o g/10.64534/Comme .2025.512
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Pakis an Jou nal o Comme ce and Social Sciences
2025, Vol. 19(3), 441-467
h ps://doi.o g/10.64534/Comme .2025.512
Un eiling he Impac o AI-Cha bo A ibu es and
An h opomo phic Cues in E-Comme ce
Sha a eh Shahidi Hamedani1, Yu an aaj Mani annan2 Lam Ki Yoke3 Lim Soek Ee4
& Sa az Aslam5*
1,2,3,4 Facul y o Business, UNITAR In e na ional Uni e si y, Tie a C es , Jalan SS6/3,
Kelana Jaya, 47301 Pe aling Jaya, Selango , Malaysia
5* Facul y o Educa ion and Humani ies, UNITAR In e na ional Uni e si y, Tie a C es ,
Jalan SS6/3, Kelana Jaya, 47301 Pe aling Jaya, Selango , Malaysia
*Co esponding au ho ’s Email: sa az.aslam@uni a .my
A icle His o y
Recei ed: 17 July 2025
Re ised: 19 Sep 2025
Accep ed: 23 Sep 2025
Published: 30 Sep 2025
Abs ac
The ise o AI cha bo s in e-comme ce has e olu ionized digi al cus ome se ice, ye
unde s anding he ac o s in luencing cus ome adop ion emains a challenge. D awing on
he Technology Accep ance Model 2 and an h opomo phism heo y, he s udy aims o
examine how human-like in e ac ion elemen s can enhance us and usabili y, leading o
g ea e cus ome engagemen wi h AI cha bo s in e-comme ce. A quan i a i e app oach
was employed, in ol ing a sample o 432 esponden s om Malaysia who in e ac ed wi h
AI cha bo s on e-comme ce pla o ms. Da a we e analyzed using pa ial leas squa e
s uc u al equa ion modeling (PLS-SEM). Findings e ealed ha pe cei ed use ulness
(PU) and pe cei ed ease o use (PEOU) ha e a signi ican di ec in luence on cus ome
adop ion, whe e PU became he s onges p edic o , ollowed by PEOU. Pe cei ed us
(PT) showed no di ec in luence, bu s ongly p edic ed an h opomo phic cues which in
u n had a di ec posi i e in luence on cus ome adop ion and indi ec posi i e in luence as
a media o be ween us and adop ion. The a iable PT showed no di ec in luence on
adop ion; ins ead, an h opomo phic cues and a s ong media ing e ec by an h opomo phic
ea u es such as emo ional exp essions and human-like communica ion enhance use
expe ience, build us , and d i e adop ion. This esea ch highligh s he o iginali y o he
s udy, which clea ly explains ha unc ional a ibu es (PU and PEOU) a e no solely
de e mined by adop ion bu a e ca e ully designed by he media ing a iable o
an h opomo phic ea u es. These insigh s a e c i ical o e-comme ce businesses and AI
de elope s in designing cha bo s ha os e cus ome us , usabili y, and sa is ac ion. The
s udy con ibu es o he academic discou se on AI adop ion and o e s p ac ical s a egies
o op imizing cha bo -human in e ac ion in digi al comme ce.
Keywo ds: AI cha bo s, cus ome adop ion, E-Comme ce, pe cei ed use ulness, pe cei ed
ease o use, pe cei ed us , an h opomo phic cues.
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
442
1. In oduc ion
The use o a i icial in elligence (AI) in e-comme ce in he pas ew yea s has changed he
na u e o in e ac ion be ween businesses and cus ome s. Cha bo s ha e been iden i ied as
one o he p ima y acili a o s o cus ome ca e, paymen p ocessing, p oblem-sol ing, and
going pe sonal (Waladi e al., 2024). The mo e businesses adop cha bo s, he mo e
e icien hey become and can simul aneously g a i y and in ol e cus ome s (Wahbi e al.,
2023). AI cha bo s imi a e human-like communica ion wi h he implemen a ion o na u al
language p ocessing (NLP), machine lea ning, and eal- ime in eg a ion o da a (Nze,
2024).
Such abili ies enable companies o o e cus ome suppo 24/7, handle a conside able
numbe o que ies, and make ecommenda ions (P asad e al., 2024). Such a change has
assis ed online shops in s eamlining consume expe iences, limi ing human labo eliance,
and main aining e en se ice p o ision (Kayyali, 2025). Ne e heless, cus ome in en ions
o use AI cha bo s a e de e mined by he p ima y echnological a iables, i.e., pe cei ed
use ulness and ease o use, us , and sa is ac ion o human and AI in e ac ion (Li e al.,
2023a; Choung e al., 2023; Ghaniabadi, 2024).
The adop ion p ocess goes beyond echnological accep ance o encompass cogni i e and
emo ional app aisal o cha bo communica ion ha makes i unique compa ed o
con en ional cus ome se ice based on humans (To es e al., 2024; Ocxas e al., 2024).
As digi al ools de elop apidly, he e is a gap in knowledge on use pe cep ion and
in e ac ion wi h AI cha bo s. The pape a emp s o ill ha gap by analyzing he d i e s o
AI-cha bo adop ion in he Malaysian e-comme ce indus y. The esul s o his s udy may
guide businesses in c ea ing a mo e e icien cha bo , which will imp o e cus ome
in e ac ion and inc ease usage. T uong and Chen (2025) explained ha when an AI-
in eg a ed sys em plays a ole in human-like in e ac ions, indi iduals end o eel a sense
o empa hy owa ds i . This s udy highligh s he impo ance o examining
an h opomo phism in e-comme ce con ex s.
Al hough AI cha bo s ha e made a conside able p og ess in echnology, he le el o
cus ome adop ion in e-comme ce is compa a i ely low because o doub s on usabili y and
us (Sha ma e al., 2023; Ryan e al., 2024). Impe sonal expe ience, lack o us in such
decision-making p ocesses, and he pe cep ion o lack o u ili y a e he key causes o
esis ance (Saglam e al., 2021; Shahbandi, 2025). Al hough ex ensi e esea ch has
epo ed on he adop ion o digi al echnology, inco po a ing majo echnological ac o s
such as pe cei ed us (PT) and an h opomo phic cues in AI cha bo s has been less s udied
(Li & Wang, 2023).
The ideli y o AI cha bo s is in o med by anspa ency, p i acy, pe cep ions ega ding
in elligence, and o he human-like in e ac ion beha io s, leading o he pe cep ion o use
us (Sheehan e al., 2020; Klein & Ma inez, 2023). Pe cei ed Use ulness (PU) and
Pe cei ed Ease o Use (PEOU) a e wo o he main ac o s a ec ing accep ance o
adi ional models, such as TAM 2 (Alshamma i & Rosli, 2020).
Hamedani, Mani annan, Yoke, Ee & Aslam
443
None heless, hese a iables migh no do ull jus ice o he in e ac i i y be ween humans
and a cha bo . As much as PU and PEOU e alua e he usabili y and use ulness o he
sys em, PT measu es he emo ional con idence desi ed by he use s, and an h opomo phic
ges u es appeal o he human na u e o socialize and emo ionally connec . The e is a dea h
o empi ical esea ch on he mixed e ec s o PU, PEOU, PT, and he an h opomo phic
cues o he use o AI cha bo s, especially in de eloping coun ies (Azli, 2023). Much o
he exis ing li e a u e is based on Wes e n se ings, igno ing he cul u al peculia i ies o
a eas such as Sou heas Asia. E en in a s a e like Malaysia, he le el o digi al li e acy,
p i acy issues, and choices ega ding human-like digi al in e ac ions can be e y di e en
(Gee ha e al., 2024). A ecen s udy by Ding and Naja (2024) emphasized on how a
human-like cha bo can di ec ly in luence how use s gain us in he adop ion o cha bo s.
This clea ly aligns wi h he cu en s udy's aim o making AI cha bo s eel mo e human-
like.
This esea ch is heo e ically as well as p ac ically impo an . In heo y, i supplemen s he
TAM 2 model wi h Pe cei ed T us (PT) and An h opomo phic Cues, gi ing a deepe
insigh in o he psyche and social sphe e o AI-cha bo communica ion. In p ac ice, hese
esul s can be bene icial o e-comme ce companies and AI de elope s o e ine cha bo
design. By app ecia ing he oles o PU, PEOU, PT, and an h opomo phic ea u es,
companies can decide on he unc ionali y and use appea ance, language one, and p i acy
gua an ees o cha bo s.
This becomes speci ically signi ican in such a ma ke as Malaysia, whe e consume habi s
a e la gely in luenced by us in echnology and a desi e o expe ience pe sonalized se ice
(Abdullah e al., 2024; Yong e al., 2023). This s udy p o ides an empi ical alida ion o
he p oposed cha bo adop ion model h ough he applica ion o PLS-SEM.
Mo eo e , he s udy aligns wi h he la ge ambi ions o digi al ans o ma ion in Malaysia,
including he ones lis ed in he MyDIGITAL Bluep in and he Na ional A i icial
In elligence Roadmap (2021-2025) (Minis y o Science, Technology and Inno a ion,
2023). The ollowing ou esea ch ques ions guided he s udy.
The esul s o he s udy clea ly explain how human-like ea u es s ongly connec wi h
pe cei ed use ulness, pe cei ed ease o use and he con idence o adop an AI cha bo . This
p o ides a s onge comp ehension o how hese ac o s can di ec ly in luence whe he
indi iduals choose o use an AI cha bo .
In he eal-wo ld con ex , he esea ch emphasized he impo ance o e-comme ce i ms
and AI de elope s in c ea ing cha bo s ha a e in e ac i e, as in use and highly engaging.
The in eg a ion o human-like ea u es o communica ion assis s in os e ing us ,
enhancing usabili y expe iences, keeping clien s engaged, and imp o ing he numbe o
people adop ing digi al comme ce.
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
444
Despi e wi nessing a d as ic inc ease in consume s using AI adop ion, he e a e limi ed
s udies on how hese human-like ea u es in AI cha bo s di ec ly in luence he p ocess in
e-comme ce. In pa icula , e y ew o almos no s udies ha e examined whe he hese
human-like ea u es play he key ole in linking he PU, PEOU, PT and he de e mina ion
in adop ion. This dispa i y is mo e isible in coun ies like Malaysia, whe e he e is a huge
gap in us owa ds digi al ools and pe spec i es owa ds echnology, unlike in Wes e n
coun ies. In o de o add ess his gap, his s udy places human-like ea u es, which is he
an h opomo phic, as a new linking ac o ha helps cons uc i s esea ch ques ions on how
hese ea u es impac adop ions.
➢ RQ1. To wha ex en do pe cei ed use ulness (PU), pe cei ed ease o use
(PEOU), and pe cei ed us (PT) in luence cus ome adop ion in e-comme ce?
➢ RQ2. Wha is he ela ionship be ween pe cei ed use ulness (PU), Pe cei ed Ease
o use (PEOU), pe cei ed us (PT), and an h opomo phic cues in AI cha bo s?
➢ RQ3. To wha ex en do an h opomo phic cues o AI cha bo s in luence cus ome
adop ion in e-comme ce?
➢ RQ4. Do an h opomo phic cues media e he ela ionship be ween pe cei ed
use ulness (PU), pe cei ed ease o use (PEOU), pe cei ed us (PT), and
cus ome adop ion in e-comme ce?
2. Li e a u e Re iew
2.1 In oduc ion o AI Cha bo s in E-Comme ce
AI cha bo s a e used in e-comme ce o au oma e a ious ac i i ies such as p oduc
ecommenda ion, paymen , o de acking, cus ome se ice ques ions, and many o he s on
websi es, mobile applica ions, and messaging pla o ms. They ha e gained such
impo ance in hei ole because hey ha e enabled eal- ime, pe sonal, and scalable suppo
ha co e s many ime zones (Madana Mohana e al., 2021). The e a e conside able bene i s
o implemen ing AI cha bo s in business. Al-cha bo o e s 24/7 cus ome suppo , and his
sa es he company ope a ing cos s by educing human ep esen a i es in low peak hou s
(P asad e al., 2024).
AI cha bo s can handle hund eds o con e sa ions simul aneously, and main aining
cus ome se ice online du ing peak pe iods is especially impo an and bene icial. As a
cus ome , as , p ecise, and consis en esponse a ailabili y helps o c ea e a smoo h
shopping expe ience, hus ising cus ome sa is ac ion and engagemen (Wahbi e al.,
2023).
Pe sonaliza ion p esen s ano he le el o ad an ages in AI cha bo usage. As AI cha bo s
ha e access o cus ome da a and beha io , hey can cus omize answe s and ecommend
p oduc s, which would imp o e he ele ance o he in e ac ions and in luence con e sion
a es (Olawuyi & Fadeyi, 2024). Mo eo e , since hey can be imp o ed, cha bo s become
mo e in elligen and con ex ual a e e e y in e ac ion. This makes AI cha bo s he key
Hamedani, Mani annan, Yoke, Ee & Aslam
445
esou ce o he digi al ans o ma ion o e ail because hey combine ope a ional
e ec i eness and cus ome - ocused se ice.
2.2 Theo ies o Technology Adop ion
2.2.1 Technology Accep ance Model
Technology Accep ance Model (TAM), as p oposed by Da is (1989), is one o he ea ly
amewo ks o explo ing use accep ance and use o echnology (Alshamma i & Rosli,
2020). TAM isola es wo undamen al de e minan s o use in en ion: Pe cei ed
Use ulness (PU) and Pe cei ed Ease o Use (PEOU). PU is associa ed wi h he ex en o
which use s hink he sys em is e icien , i.e., i deli e s well- imed esponses, cus omized
assis ance, and au oma ion o asks, whe eas PEOU is connec ed o how easy he sys em
is (de Blanes Sebas ián e al., 2022; Hamid & Mohamed, 2022). In he case o AI cha bo s,
PU and PEOU in luence he way use s pe cei e he e iciency and usabili y o he cha bo
in online shopping. Ne e heless, he o iginal TAM does no ake in o accoun emo ional,
psychological, and ela ionship aspec s o human-AI in e ac ion. TAM 2 adds subjec i e
no m, expe ience, and pe cei ed us (PT) a iables o in oduce a mo e e sa ile image
o echnology adop ion (Muñoz & K eme , 2023; Li e al., 2023a).
Toge he , hese esul s emphasize ha TAM 2 is a solid heo y o his s udy. The s udy
hen builds on TAM 2 by inco po a ing us (PT) and an h opomo phic cues, which ha e
limi ed s udies in e-comme ce AI cha bo -based s udies.
2.2.2 An h opomo phism Theo y
An h opomo phism means assigning human cha ac e is ics, beha io s, and emo ions o AI
sys ems o enable social and emo ional in e ac ions be ween use s and AI (Li & Sung,
2021; Shin, 2022). This psychological ool sa is ies he human ac o s o connec edness
and in ol emen and highly a ec s he use expe ience o dealing wi h and seeing AI
(Salles e al., 2020; Placani, 2024). Human-like ea u es, an h opomo phic exp essions,
one, and empa hy enhance use expe ience and boos us , sa is ac ion, and enjoymen
(Klein & Ma inez, 2023).
In addi ion o his, he e a e ew s udies ha ea ed he an h opomo phic cues design
elemen s as a mino ole a he han ea ing i as a key ac o o in luencing use s o adop
AI cha bo . The u iliza ion o an h opomo phism heo y iews he ea u es o i as a solid
link ha connec s PU, PEOU, and PT wi h use 's decision o adop AI cha bo , which
add ess a c ucial gap in heo y.
2.3 Cus ome Adop ion in E-Comme ce
The e m cus ome adop ion in digi al comme ce ela es o cus ome s accep ing and
ac i ely using he new echnologies, including AI cha bo s. A mix o unc ional
cha ac e is ics, emo ional aspec s, and design ea u es, such as pe cei ed help ulness,
eac ion ime, us , empa hy, in e ace quali y, and pe sonaliza ion, d i es adop ion
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
446
(Rahe a & Da ji, 2024; Mos a a & Kasamani, 2022; Ramki e al., 2024; Li e al., 2023b;
Klein & Ma inez, 2023).
TAM has been mainly u ilized as a p ac ical me hod in unde s anding adop ion beha io
in cybe space. PU and PEOU con ibu es signi ican ly o he a i ude o use s o AI cha bo s
in online e ail (Ash aq e al., 2020). Ne e heless, TAM and a ian s end o igno e he
emo ional aspec s o online communica ion. Recen s udies ha e gene alized TAM by
in oducing such independen o media ing a iables as p i acy, secu i y, and us o he
p ocess o adop ion o cha bo s (Choung e al., 2023; Leschanowsky e al., 2024).
Also, esea ch poin s o he inc easing in luence o an h opomo phism ac o s on he
eac ion o AI cha bo use s. Cha bo s using a wa m, exp essi e language sounding like
human beings imp o e usabili y and se ice expe iences h ough which he AI seems mo e
na u al and us wo hy (Shouka & Kwon, 2024). Such quali ies lessen he gap be ween
people and machines and make he expe ience less a i icial and cap i a ing. The e o e, he
adop ion o cha bo s is no only decided by e iciency, bu also by he eeling o being
human-like and mo e ela ional in he in e ac ion.
2.4 Fac o s A ec ing AI-Cha bo Adop ion
PU is a pe cep ion o he use ha he sys em can assis in accomplishing hei asks
eliably, e icien ly, and e ec i ely. Typically pe o med measu es o PU a e ask
e iciency, e o a es, ease o use, and use sa is ac ion (Ren e al., 2022). Use s a e likely
o in e ac wi h he sys ems hey pe cei e as applicable, leading o good use expe iences.
In a s udy, 34% o use s a ibu ed PU o posi i e cus ome expe ience, no ing he e ec
ha PU has on use a i udes (Føls ad & B and zaeg, 2020). Mo eo e , PU a ec s he
possibili y o epea edly using cha bo s, and sa is ied use s a e mo e likely o euse hem
(Ash aq e al., 2020). Hence, PU esul s in bo h sho and long- e m engagemen s. PEOU
de ines how easy a use hinks a sys em is o use and would ake less e o (de Blanes
Sebas ián e al., 2022). The imminen high esponse a es a e also e ealed o inc ease he
ease o in e ac ion and os e u he use (Ma je ison e al., 2025). The use o AI cha bo s
ained on use s' needs can make hem eel hei a i ude o he business is o wa d-looking
and cus ome - iendly. On he con a y, ins ances o slow esponse, disin e es , and he
e o o he sys em dec ease sa is ac ion and se back adop ion (Mogaji e al., 2021).
PT plays a key ole in e-comme ce. I is de ined as he subjec i e belie o a pa icula use
in he in eg i y, secu i y, and eliabili y o he cha bo (Nagy & Hajdu, 2021; Muñoz &
K eme , 2023; Sil a e al., 2023). T us is a mul idimensional concep ha de elops based
on use s' pe cep ions o sys em anspa ency, da a p i acy, and e hical conduc (Pal e al.,
2022). T us has been ound o ha e mo e impac han PU o PEOU in e-comme ce,
pa icula ly in ansac ions ha include sensi i e da a (Saoula e al., 2021). Among 215
esponden s, ai h in cha bo s in luenced hei adop ion he mos . TAM 2 was expanded by
inco po a ing us and social in luence ha b ough he model o an e en g ea e a iance
o 65.1% in explaining he adop ion compa ed o he ini ial 40% by TAM (Uddin e al.,
2024).
Hamedani, Mani annan, Yoke, Ee & Aslam
447
Ha ing an h opomo phic cues, including a con e sa ional one, isual a a a s, and
emo ional exp essions, is c ucial o he use in e ac ions wi h AI cha bo s (Chen e al.,
2024). These aspec s boos issues o empa hy, in elligence, and iendliness. New esea ch
highligh s he psychological and social e ec s o an h opomo phism. The iendliness o
cha bo s' one and he exp essi e beha io o human-like cha bo s elax use s, and hey a e
mo e likely o engage in cha bo use (Shouka & Kwon, 2024; Klein & Ma inez, 2023).
By beha ing as humans, cha bo s become mo e us wo hy and close o he use ,
con ibu ing o he o e all expe ience (Shahbandi, 2025; Jin & Youn, 2021). I has been
p o en ha an h opomo phic design elemen s play a huge ole in inc easing cus ome
adop ion a es du ing e-comme ce. This ene gy c ea es con idence and de elops con inui y
o communica ion (Zhang e al., 2025). The e o e, no only does an h opomo phism
imp o e unc ionali y, bu i also imp o es emo ional connec ion be ween use s and AI
cha bo s s imula ing adop ion and loyal y.
2.5 Gaps in Cu en Resea ch
Al hough he e is a oluminous body o li e a u e on echnology adop ion based on models,
including TAM and ex ensions, he adop ion o AI cha bo s in e-comme ce, no ably abou
an h opomo phic ea u es, is a gap (Sha ma e al., 2023; Alboqami, 2023; To es e al.,
2024). One p incipal gap is ha he e is limi ed explo a ion o he use o an h opomo phic
cues as a media ing a iable. Whe eas he di ec e ec s o PU, PEOU, and PT on cha bo
adop ion ha e been s udied ex ensi ely, he media ing ole o an h opomo phic design
elemen s in such ela ionships has ba ely been in es iga ed. Human-like communica ion,
one, and beha io ea u es a e no well esea ched in he aspec o suppo ing o
in luencing he esul s o PU, PEOU, and PT. I demons a es he necessi y o esea ch he
emo ional and social aspec s o human-AI in e ac ion, pa icula ly in se ice-based
applica ions such as cha bo s.
The esea ch ha is cu en ly a ailable is also geog aphically limi ed. The o he s udies a e
done mainly in Wes e n aspec s, and li le is done abou Sou heas Asian ma ke s like
Malaysia.
Las ly, despi e accep ance o us as a majo p edic o o adop ion, i s in e play wi h
emo ional esponse and an h opomo phism cues has no ecei ed much a en ion (Muñoz
& K eme , 2023; Al-O aini, 2025).
As o he esea ch me hod, he e we e many p io s udies on TAM and an h opomo phism
ha used s uc u al equa ion modelling (SEM) o examine ela ionships such as media ion.
By ollowing his app oach, he cu en s udy uses PLS-SEM which is pa icula ly sui able
o explo a o y models wi h la en cons uc s and media ion analysis.
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
448
3. Resea ch Me hodology
3.1 Resea ch Design
The esea ch design used in his s udy is quan i a i e. Quan i a i e echniques ha e enabled
objec i e quan i ica ion o a iables, and s a is ical in e ence and conclusions a e d awn o
ex apola e indings o a b oade audience. A s uc u ed ques ionnai e was used o ob ain
da a om a he e ogeneous sample o e-comme ce use s in Malaysia.
3.2 Popula ion and Sample
The a ge g oup in his s udy included Malaysian e-comme ce use s wi h a leas one
expe ience using AI cha bo s and aged 18 yea s and abo e. Such g oups ha e hose
digi ally cle e olk who may isi online s o es qui e o en and a e ele an in a s udy on
he adop ion o AI cha bo s. The choice can be explained by he high a es o e-comme ce
de elopmen in Malaysia and he g owing adap a ion o AI cha bo s o he wo k o he
cus ome se ice (Azli e al., 2023). Mo eo e , he ac ha Malaysia has been ac i ely
ad ancing digi al ans o ma ion e o s, wi h such p og ams as MyDIGITAL Bluep in
and Na ional A i icial In elligence Roadmap (Minis y o Science, Technology and
Inno a ion, 2023), suppo s he ele ance and s a egic impo ance o he choice o he
con ex .
K ejcie and Mo gan's (1970) o mula was used in de e mining he sample size (Bukha i,
2021). The minimum ecommended sample size o a popula ion o mo e han 100,000 is
384 esponden s based on a 95% con idence le el and 5% ma gin o e o (Bujang e al.,
2018). This ag ees wi h he esea ch done by o he esea che s on online Malaysian
cus ome beha io , like Sa angapani e al. (2023), who used a sample size o 387. To ill
in possible non- esponses o ou lie s and enhance da a quali y, a 10% bu e was included
so ha a o al o 432 esponden s we e con ac ed a he end (Tahe doos & Madanchian,
2024).
Because o limi ed esou ces and lack o access o he whole da a se , con enience
sampling was used. To ge ep esen a ion, he su ey link was sha ed in se e al popula
social media, such as LinkedIn, Facebook, Ins ag am, and TikTok, on di e en days and
ime slo s in a ai way o e he same g oup o p ospec i e pa icipan s.
3.3 Su ey Ins umen
The ques ionnai e comp ised six sec ions. Sec ion A ocused on demog aphic a iables.
Sec ions B o F add essed key cons uc s: Cus ome Adop ion, PU, PEOU, PT, and
an h opomo phic cues. Each cons uc consis ed o se en i ems adap ed om alida ed
ins umen s in he li e a u e. All i ems used a i e-poin Like scale anging om 1
(S ongly disag ee) o 5 (S ongly ag ee), a widely accep ed me hod o assessing
echnology accep ance. A pilo s udy wi h 33 pa icipan s con i med he ins umen 's
eliabili y, wi h all cons uc s achie ing C onbach's alpha alues abo e 0.70 (Ahmad e al.,
2024). The pilo also alida ed he ques ionnai e's sui abili y o la ge-scale deploymen
and i s applica ion in s a is ical modeling using Sma PLS.
Hamedani, Mani annan, Yoke, Ee & Aslam
455
cus ome adop ion in e-
comme ce.
Hypo hesis
8
An h opomo phic Cues
signi ican ly media e he
ela ionship be ween
pe cei ed use ulness (PU)
o AI cha bo s and
cus ome adop ion in e-
comme ce.
-0.012
1.210
0.226
No
Suppo ed
Hypo hesis
9
An h opomo phic Cues
signi ican ly media e he
ela ionship be ween
pe cei ed ease o use
(PEOU) o AI cha bo s and
cus ome adop ion in e-
comme ce.
0.017
1.427
0.154
No
Suppo ed
Hypo hesis
10
An h opomo phic Cues
signi ican ly media e he
ela ionship be ween
pe cei ed us (PT) o AI
cha bo s and cus ome
adop ion in e-comme ce.
0.064
2.356
0.019
Suppo ed
In H1 and H2, bo h Pe cei ed Use ulness (PU) and Pe cei ed Ease o Use (PEOU) show
s ong, signi ican posi i e ela ionships wi h cus ome adop ion (PU: =6.347, p=0.000;
PEOU: =3.218, p=0.001). This means cus ome s a e mo e likely o adop AI cha bo s i
hey ind hem use ul and easy o use. Fo H3, Pe cei ed T us (PT) does no ha e a
signi ican di ec e ec on cus ome adop ion (CA: =0.160, p=0.873). This sugges s ha
while us is impo an , i may no di ec ly d i e adop ion unless media ed by o he ac o s
such as pe cei ed use ulness o an h opomo phic cues (Uddin e al., 2024).
Fo H4, PU does no signi ican ly in luence an h opomo phic cues (AC: =1.423, p=0.155),
bu PEOU does ( =2.090, p=0.037), indica ing ha AI cha bo s pe cei ed as easie o use
a e also seen as mo e human-like (To es e al., 2024). PT has a e y s ong, signi ican
ela ionship wi h AC ( =11.324, p=0.000), showing ha us g ea ly enhances he
pe cep ion o human-likeness in AI cha bo s. AC hemsel es signi ican ly in luence
cus ome adop ion ( =2.276, p=0.023), suppo ing he idea ha human-like ea u es in AI
cha bo s can posi i ely impac cus ome adop ion (Ya awa a e al., 2025).
Fo H8 (PU o AC o CA) and H9 (PEOU o AC o CA), howe e , we e no suppo ed, as
he - alues and p- alues o bo h pa hs we e no s a is ically signi ican . Among he
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
456
media ion hypo heses, only H10 (PT o AC o CA) ( = 2.356, p = 0.019) showed indi ec
media ing e ec o an h opomo phic cues on he ela ionship be ween pe cei ed us and
cus ome adop ion. This end indica es ha al hough PU and PEOU a e dis inc in luences
o adop ion, exis ence o human-like cha ac e is ics is essen ial in ans o ming us in o
adop ion beha io .
Las ly, hese esul s suppo he idea o combining unc ional and emo ional aspec s,
including usabili y and human-likeness while de eloping he AI-cha bo is essen ial in
o de he cha bo design will imp o e adop ion and engagemen .
5. Discussion
Acco ding o he esul s, pe cei ed use ulness (PU) and ease o use (PEOU) we e ound o
be signi ican p edic o s o AI cha bo adop ion as he TAM 2 heo y assumes. Cha bo s
ha a e use ul and easy o use will be emb aced by use s. Howe e , pe cei ed us (PT)
has an indi ec in luence o e adop ion, which implies ha he highe he an h opomo phic
cues (AC), he be e he us . Al hough PEOU will aid in he in oduc ion o such ea u es,
PU does no . This is a sign ha besides u ili y as d i ing o ce, one can u he inc ease he
use in ol emen wi h AI cha bo s by inc easing us in hem by engaging hem in
emo ional, human-like con e sa ions.
5.1 Key Rela ionships
The PU as well as PEOU we e obse ed o ha e a signi ican e ec on AI-cha bo adop ion.
The esul s a e consis en wi h he a ailable li e a u e unde lining ha use s who pe cei e
AI cha bo s as use ul and e o less o in e ac end o be mo e willing o use he new
echnology (Goli e al., 2023; Hasan e al., 2023). Con e sely, he analysis inding shows
ha he ela ionship be ween PT and AI-cha bo adop ion was s a is ically no signi ican .
I indica es ha us is no di ec ly a deciding ac o o adop unless he e a e
supplemen a y suppo ing ac o s like use in e ace design o emo ional engagemen
(Win e & Koeble -Neu, 2023). This s udy shows ha he p esence o us by i sel is no
enough o make indi iduals use AI cha bo unless an h opomo phic cues a e u ilized. This
esul clea ly aligns wi h s udy by T uong and Chen (2025), which concluded ha
an h opomo phic esponses c ea e empa hy in people which leads use s o ha e a be e
expe ience wi h AI cha bo s. O e all, he indings o he s udy sugges ha in coun ies
like Malaysia, use s choose AI cha bo s no only because i is con enien , bu also because
o he human-like communica ion ha c ea es a sense o assu ance and make i mo e
in e ac i e.
The indings indica ed ha PEOU and PT a e signi ican p edic o s o he pe cep ion o a
cha bo s human-like a ibu es. Tha is, he mo e a cha bo is pe cei ed o be easy o use,
he mo e he e is a endency ha i can be iden i ied o beha e and communica e like
humans (Rapp e al., 2024). Simila ly, when use s us he cha bo , hey a e mo e likely o
pe cei e ha i can show empa hy and engage na u ally (Sunda e al., 2024; Liao & Yan,
2024). PU did no ha e a s a is ically impo an ela ionship wi h an h opomo phic cues.
Hamedani, Mani annan, Yoke, Ee & Aslam
457
This means ha e en when use s hink he cha bo is help ul, i does no mean hey will
ind he cha bo o be mo e human-like in i s con e sa ional manne .
The ac o o an h opomo phic cues played an impo an ole by p o ing ha
an h opomo phic cues had signi ican ela ionship wi h AI-cha bo adop ion. The inding
highligh s he signi icance o human-like design ea u es, including na u al language,
emo ional one and iendly a a a s in c ea ing emo ional a achmen , inc easing use s'
willingness in AI-cha bo adop ion (Khan e al., 2025).
5.2 Media ing E ec s o An h opomo phic Cues
Acco ding o he esul s o he media ion, an h opomo phic cues played media o ole in
he associa ion be ween PT and adop ion. Meaning ha wi hou human-like ea u es, us
does no di ec ly in luence adop ion, us causes adop ion only when he e a e human-like
ai s o cha bo s, hus suppo ing ha people will be mo e inclined o us and use a new
echnology h ough emo ionally appealing in e ac ions (Ding & Naja , 2024). Con e sely,
an h opomo phic cues did no media e he ela ionship be ween PU o PEOU and adop ion.
This implies ha al hough use s may ind he cha bo is help ul o com o able o use, i
does no mean ha i will inc ease he adop ion h ough addi ional human-like ea u es,
ins ead, i s on-going usage and cha bo engagemen is solely depending on human-like
in e ac ion (Al-Sha ei, 2025). These indings align wi h he indings o Ding and Naja
(2024), who also ound ha humanness posi i ely impac s he accep ance o cha bo s, bu
hey ocused on in e ac i i y as he main channel. In con as , he p esen s udy es ablished
an h opomo phic cues as he main media ing ac o . The p esen s udy builds on Ding and
Naja (2024) who showed ha an h opomo phism and humanness play key oles in
building us in cha bo use and indica es he impo ance o an h opomo phic cues in
in luencing adop ion, he eby highligh ing he psychological aspec s o AI-human
in e ac ion.
5.3 Theo e ical Implica ion
This s udy makes a numbe o heo e ical con ibu ions. I ea i ms he ole o TAM2 in
ha he ela ionship be ween PU and PEOU we e s ill ela i ely high p edic o s o cha bo
adop ion, while PT did no ha e a di ec e ec on adop ion in he Malaysian con ex . This
is opposi e o many s udies om he Wes whe e PT is a decisi e ac o , and hus i appea s
ha TAM2 needs e inemen o i he con ex in non-Wes e n se ings.
The esul s u he ex end he heo y o an h opomo phism by showing ha
an h opomo phic cues media e he impac o PT on adop ion. These cues a e no jus
complemen a y bu necessa y p econdi ions o PT o ansla e in o usage. This is aligned
wi h Ding and Naja (2024), whe e emphasis was placed on he ole o in e ac i i y and
humanness, and is complemen a y o T uong and Chen (2025), who demons a ed ha
an h opomo phic esponsi eness enhances empa hy.
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
458
By linking TAM2 wi h an h opomo phism heo y, he s udy highligh s how unc ional
(PU, PEOU) and social (PT, empa hy, an h opomo phic design) dimensions wo k oge he
in shaping adop ion, o e ing a mo e in eg a ed iew o AI cha bo use.
5.4 Con ibu ions o he S udy
The esea ch can p o ide good unde s anding o he Malaysian consume s, and i can be
used o guide he AI cha bo s adop ion s a egies in Asia since he esea ch has been limi ed
in Asia mos ly in Wes e n con ex s. Expec a ions owa ds echnology usage, emo ional
display, and us di e in Sou heas Asia (Vadi el e al. 2022), so i is c ucial o make
speci ic ecommenda ions conce ning he egion. The esul s a e pa icula ly signi ican o
cha bo c ea o s and s a egis s ha a e ocused on ASEAN ma ke s (Cheng e al., 2022;
Gai, 2024).
This s udy imp o es heo y h ough combining TAM2 and an h opomo phism heo y. I
has iden i ied he media ing ole o he an h opomo phic cues be ween Pe cei ed T us
(PT) and adop ion, ackling he limi a ion o TAM2 ha does no ecognize emo ional
connec ion as a main ac o (Sunda e al., 2025). I u he en iches he knowledge in he
ole ha human-like design plays on use pe cep ion and beha io and demons a es ha
an h opomo phism is no me ely a su ace e ec bu a he a key de e minan o adop ion
and subsequen use.
The ela ional us and human-like in e ac ion a e mo e signi ican p edic o s o adop ion
in he Malaysian s udy as compa ed o s udies ca ied in a Wes e n se ing whe e
ins i u ional us and echnological assu ances a e mo e p ominen p edic o s o adop ion
(Sheehan e al., 2020; Klein and Ma inez, 2023). This implies ha he p esence o cul u al
di e ences de e mines he a io be ween he unc ional and social easons o he cha bo
adop ion, which is why i is c i ical o conside designing cha bo s on a case-by-case basis.
5.5 Limi a ions and Fu u e Resea ch
This s udy is no wi hou limi a ions and ecognizing hem o e s oppo uni ies o u u e
esea ch. Fi s , he concep ual model was mainly based on he pe cei ed use ulness,
pe cei ed ease o use, pe cei ed us , and an h opomo phic cues. While hese cons uc s
lie a he co e o TAM2 and an h opomo phism heo y, o he ac o s which a e o ele ance
such as p i acy conce n, cul u al o ien a ion, and use expe ience design we e no
conside ed. Taking hese ac o s in o conside a ion in u u e esea ch can lead o a mo e
de ailed unde s anding o cha bo adop ion. Second, he da a we e ob ained om one
coun y, Malaysia. This backg ound makes he pape use ul o Sou heas Asia, bu
unde mines he gene alizabili y o he indings. Fu u e s udies should compa e esul s in
di e en coun ies and egions o unde s and how cul u al and ins i u ional en i onmen s
in luence adop ion and us owa ds AI echnologies.
Finally, he cu en esea ch u ilized TAM2 and an h opomo phism heo y o de elop
esea ch hypo heses. Al hough hese amewo ks p o ed use ul, he e is po en ial o u u e
wo k o bene i om in eg a ing o he amewo ks such as social p esence heo y,
Hamedani, Mani annan, Yoke, Ee & Aslam
459
expec a ion con i ma ion heo y, o se ice dominan logic. Expanding he heo e ical lens
may acili a e mo e explana ions o use mo i a ions and beha io esponses o AI
cha bo s.
Mo eo e , he na u e o consume a i udes o AI echnologies may change a a di e en
pace based on hei exposu e o echnology and some ex e nal e en s, i would be bes o
choose a longi udinal o expe imen al design. O he limi a ions o he s udy we e no
dis inguishing he ypes o an h opomo phic cues, o example, based-on isual, e bal o
beha io al aspec s, which can ha e di e en impac on use us and adop ion. Fu u e
s udies sugges in ol ing and compa ing he impac s o speci ic an h opomo phic ea u es,
including isual exp ession like a a a , e bal oice, o beha io al human ges u e can help
o iden i y he mos e ec i e design ea u es on ele a ing consume us and connec ion.
Beyond e-comme ce, u u e s udies could also apply he model o o he se ice sec o s
whe e us , empa hy, and emo ional connec i i y a e cen al, such as heal hca e and
banking. In heal hca e, emo ionally esponsi e cha bo s may suppo men al heal h o
ch onic-disease managemen , while in banking, con e sa ional agen s may help build
consume con idence in sensi i e inancial ansac ions.
6. Conclusion
This s udy examined how Malaysians uses AI cha bo s when shopping online by
combining TAM 2 and an h opomo phism heo y. The s udy cla i ied ha PU and PEOU
a e c ucial, bu PT is wha leads o cus ome adop ion when cha bo has an h opomo phic
cues. This clea ly shows ha human-like engagemen and in e ac ion is essen ial o
ans o m unc ional e alua ion in o adop ion beha io . The s udy enhances TAM 2 o a
non-wes e n se ing and clea ly expands an h opomo phism heo y by explaining ha
an h opomo phic ea u es a e impo an media o s. As o e-comme ce businesses and AI
de elope s, he esul s om he s udy sugges c ea ing cha bo s ha a e bo h e icien and
highly-engaging o ins ill us and keep use s inclined owa ds i . As his s udy ocuses on
a wide ange o Malaysian use s, his s udy highligh s how local cul u es and social ac o s
plays a ole in adop ion. Fu u e s udies may es his model ac oss o he coun ies by adding
addi ional ac o s such as p i acy o social p esence. These sugges ions can u he
s eng hen and ack use s o e a ce ain pe iod which can shape consume beha io .
6.1 P ac ical Implica ions
As s a ed in he indings, he indica o s o PU and PEOU a e pe cei ed o be key d i e s
o he adop ion o AI cha bo s, which ea i m he signi icance o he concep TAM heo y.
Impo an esul s show ha PT was no ound o ha e a di ec impac on adop ion, i was
ound o be in luenced by an h opomo phic cues h ough media ing he ela ionship
be ween us and adop ion. Thus, his esul suppo s an idea o he p ac i ione s in
ecomme ce ha no only ope a ionally bu also emo ionally esonan cha bo s should be
AI-Cha bo A ibu es and An h opomo phic Cues in E-Comme ce
460
designed, including such human cha ac e is ics as empa hy, iendly manne o
con e sa ion, and social likabili y can imp o e adop ion and engagemen .
6.2 Con ibu ions o he Field
This s udy adds o he ield by combining TAM2 and an h opomo phism heo y o explain
he adop ion o AI-cha bo s in e-comme ce. I helps o ad ance he heo y by con i ming
he oles o PU and PEOU, cla i ying he limi ed di ec ole o PT, and iden i ying
an h opomo phic cues as e y impo an media o s. The s udy also adds o he e idence
base by con ex ualizing hese ela ionships wi hin Malaysia, which is a de eloping
economy ha has been unde - ep esen ed in p e ious s udies. P ac ically, i o e s ad ice
o e-comme ce manage s and de elope s o a i icial in elligence on building cha bo s ha
a e bo h unc ional and human-like in o de o encou age us and engagemen .
Resea ch Funding
The au ho s ecei ed no esea ch g an o suppo o his esea ch s udy.
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