The effect of approach to chatbot tools in online shopping sites on consumers' behavioral intentions, perceived intelligence and anthropomorphism: Turkey and Azerbaijan application

In today's digital era, significant transformations have occurred in various sectors of commerce, with e-commerce experiencing rapid growth and reshaping consumer habits. This evolution has necessitated businesses to adopt innovative technologies for engaging with customers. Chatbot technology has emerged as a leading tool in this regard, playing a crucial role in enhancing customer experiences, streamlining processes, and delivering personalized services. This study begins with an exploration of the historical development and current state of e-commerce, followed by an analysis of consumer behaviors and decision-making processes in digital environments. The study delves into the definition, early applications, roles, and different types of chatbots in e-commerce, comparing rule-based chatbots with AI-powered ones. Furthermore, the concepts of anthropomorphism and perceived intelligence are examined, discussing how chatbots influence perceptions of human-like intelligence and personality, and their impact on consumer attitudes. In the context of consumer perception, the study thoroughly investigates the usability of chatbots, their effect on customer satisfaction, trust, and purchase intention. It also analyzes user intentions during interactions with chatbots, using behavioral intention models, and evaluates the relationship between consumer attitudes, intentions, and actual behaviors. Lastly, the study addresses the future of artificial intelligence and the potential of chatbots to offer creative and personalized solutions in enhancing customer experiences. This research aims to provide a comprehensive perspective on the current state and potential future impacts of chatbot technology in e-commerce.