Based on the computers are social actors theory and social presence theory, the current study investigates the psychological mechanism by which the use of friendly language by a personalized product recommendation chatbot influences product attitudes. Results indicated that the effect of the friendly chatbot on more positive product attitudes was sequentially mediated by social presence and user satisfaction. Previous experience with product recommendation chatbots was found to moderate the serial mediation effects. Furthermore, the current study found that a friendly chatbot led to higher rates of contact information disclosure by consumers. Theoretical and practical implications are discussed.

中文翻译：

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当聊天机器人对你微笑时：产品推荐聊天机器人友好语言使用效果的心理机制

本研究基于计算机是社会行为者理论和社会存在理论，研究了个性化产品推荐聊天机器人使用友好语言影响产品态度的心理机制。结果表明，友好的聊天机器人对更积极的产品态度的影响依次由社交存在和用户满意度介导。发现以前使用产品推荐聊天机器人的经验可以缓和串行中介效应。此外，目前的研究发现，友好的聊天机器人会导致消费者的联系信息披露率更高。讨论了理论和实践意义。