[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-504442-105":59,"doc-detail-504442-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","the-impact-of-parasocial-interaction-with-anthropomorphized-ai-chatbots-abstract-research-article","The impact of parasocial interaction with anthropomorphized AI chatbots - Abstract - Research article","","Study examines how anthropomorphized AI chatbots in the sport industry increase social presence to strengthen consumer loyalty and lower technology anxiety. The research is grounded in parasocial interaction theory and social exchange theory, using an experimental design with AI chatbots to test whether exchanges occur through chatbot interactions. Results show anthropomorphism increases social presence and drives PSI, while social presence reduces technology-anxiety costs and supports loyalty. Technology anxiety partially mediates these effects, offering implications for sport marketing and AI-based user engagement.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-impact-of-parasocial-interaction-with-anthropomorphized-ai-chatbots-abstract-research-article/504442/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-impact-of-parasocial-interaction-with-anthropomorphized-ai-chatbots-abstract-research-article/504442.png","ImageObject",300,407,{"name":92,"@type":93},"RuangKosong","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-21","2026-10-03",true,{"@type":102,"interactionType":103,"userInteractionCount":29},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"How does anthropomorphism affect social presence in the study?","Question",{"text":112,"@type":113},"Anthropomorphism influences social presence and facilitates the parasocial interaction (PSI) process.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"What role does technology anxiety play between social presence and loyalty?",{"text":117,"@type":113},"Technology anxiety (TNX) partially mediates the relationship, meaning heightened social presence can reduce anxiety and enhance loyalty.",{"name":119,"@type":110,"acceptedAnswer":120},"What theoretical foundations guide the experimental design?",{"text":121,"@type":113},"The study applies parasocial interaction theory and social exchange theory, using anthropomorphization to examine whether social exchanges occur through AI chatbot interactions.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},504442,1791317485,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":29,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},962090883219,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","The impact of parasocial interaction with anthropomorphized AI chatbotson sport consumers’ loyalty  \nMyoung Kyoung Choi and Joon Sung Lee Department of Sport Industry Studies, Yonsei University, Seoul, South Korea  \nAbstract  \nPurpose – As sport organizations increasingly adopt artificial intelligence (AI)-driven services, effective management is necessary. This study explored how anthropomorphized artificial intelligence chatbots in the sport industry enhance social presence to boost consumer loyalty and reduce technology anxiety (TNX) and the mediating role of TNX in modifying user attitudes.  \nDesign/methodology/approach–Based on parasocial interaction (PSI) and social exchange theory (SET), the design utilized anthropomorphization to investigate interactions, verifying whether social exchanges occur through chatbots. For this, an experimental study using AI chatbots was conducted.  \nFindings–(1) Anthropomorphism influences social presence and facilitates the PSI process. (2) From the SET perspective, social presence negatively affects the costs associated with TNX and positively influences loyalty.  \n(3) TNX partially mediates this relationship, indicating that although TNX can decrease user loyalty, heightened social presence may reduce anxiety and enhance loyalty.  \nOriginality/value – This study demonstrates that social presence goes beyond simply enhancing the user experience by reducing users’TNX. It extends the PSI theory by applying it to user interactions with AI chatbotsand utilizes SET to analyze these interactions as exchanges. These findings provide practical outcomes that can be applied in sport marketing, offering real-world implications for enhancing user engagement and managing consumer relations using AI technologies.  \nKeywords Sport AI chatbots, Anthropomorphism, Consumer loyalty, Parasocial interaction,  \nSocial exchange theory Paper type Research article  \nIntroduction  \nThe integration of artificial intelligence (AI) with the sport industry has attracted scholarly interest, with AI-driven services emerging as pivotal tools for generating economic value (Ding, 2019). The global AI market in sport is forecast to witness a compound annual growth rate of 30.7%, increasing from $1.4 billion in 2020 to an estimated $7.3 billion by 2027. Among the various AI technologies, including natural language generation (NLG), natural language processing (NLP), machine learning (ML), computer vision, predictive analytics, and robotic process automation, AI chatbots are particularly noteworthy. Chatbots, which leverage NLP and ML, facilitate automated interactions, provide real-time information, and deliver personalized user experiences (Chowdhury, 2003; Halevy et al., 2009) . Such functionalities not only emphasize the critical role of AI chatbots in enhancing consumer engagement but also highlight their strategic significance in sport marketing and organizational operations (Allied Market Research, 2022) . For instance, prominent sport organizations, such as FC Barcelona, the Detroit Pistons, the New York Mets, and Arsenal FC, have adopted AI chatbots to strengthen fan communication. These chatbots offer fans essential information, including match details, team news, and player statistics, while assisting with ticket purchases, thereby enhancing fan engagement and satisfaction (FC Barcelona, 2017; Knight, 2020) .  \nDespite these advantages, AI-driven services may evoke negative consumer reactions (Blutet al., 2021; Pelau et al., 2021). When consumers perceive such services as predominantly  \nFunding: This study was supported by 2022 Yonsei University Research Fund. We have no known conflict of interest to disclose.  \nInternational Journal of Sports Marketing and Sponsorship  \n713  \nReceived 30 September 2024 Revised 18 March 2025  \n8 May 2025  \n10 June 2025 Accepted 30 June 2025  \nInternational Journal of Sports Marketing and Sponsorship Vol. 26 No. 4, 2025 pp. 713-730  \n© Emerald Publishing Limited e-ISSN: 2515-7841 ","cbCaihHwGU0t3quY","https://ap.wps.com/l/cbCaihHwGU0t3quY","pdf",3700730,18,"English","# Abstract\n# Introduction","[{\"question\":\"How does anthropomorphism affect social presence in the study?\",\"answer\":\"Anthropomorphism influences social presence and facilitates the parasocial interaction (PSI) process.\"},{\"question\":\"What role does technology anxiety play between social presence and loyalty?\",\"answer\":\"Technology anxiety (TNX) partially mediates the relationship, meaning heightened social presence can reduce anxiety and enhance loyalty.\"},{\"question\":\"What theoretical foundations guide the experimental design?\",\"answer\":\"The study applies parasocial interaction theory and social exchange theory, using anthropomorphization to examine whether social exchanges occur through AI chatbot interactions.\"}]","The impact of parasocial interaction with anthropomorphized AI chatbots - Abstract - Research article | PDF",1791067493,45]