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Feiz, Mohammad Rasoul, Zarei, Azim, Arman, Mohsen, Feiz, Davood. (1404). Exploring Antecedents and Consequences of Anthropomorphism in Digital Environments: "Implications for User Experience and Customer Loyalty". نشریه علمی دانشگاه سیستان و بلوچستان, 17(2), 67-91. doi: 10.22111/ijbds.2025.52160.2248
Mohammad Rasoul Feiz; Azim Zarei; Mohsen Arman; Davood Feiz. "Exploring Antecedents and Consequences of Anthropomorphism in Digital Environments: "Implications for User Experience and Customer Loyalty"". نشریه علمی دانشگاه سیستان و بلوچستان, 17, 2, 1404, 67-91. doi: 10.22111/ijbds.2025.52160.2248
Feiz, Mohammad Rasoul, Zarei, Azim, Arman, Mohsen, Feiz, Davood. (1404). 'Exploring Antecedents and Consequences of Anthropomorphism in Digital Environments: "Implications for User Experience and Customer Loyalty"', نشریه علمی دانشگاه سیستان و بلوچستان, 17(2), pp. 67-91. doi: 10.22111/ijbds.2025.52160.2248
Feiz, Mohammad Rasoul, Zarei, Azim, Arman, Mohsen, Feiz, Davood. Exploring Antecedents and Consequences of Anthropomorphism in Digital Environments: "Implications for User Experience and Customer Loyalty". نشریه علمی دانشگاه سیستان و بلوچستان, 1404; 17(2): 67-91. doi: 10.22111/ijbds.2025.52160.2248

Exploring Antecedents and Consequences of Anthropomorphism in Digital Environments: "Implications for User Experience and Customer Loyalty"

International Journal of Business and Development Studies
مقاله 4، دوره 17، شماره 2، دی 2025، صفحه 67-91    اصل مقاله (613.63 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22111/ijbds.2025.52160.2248
نویسندگان
Mohammad Rasoul Feiz1؛ Azim Zarei2؛ Mohsen Arman1؛ Davood Feiz* 2
1PhD student in Marketing, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran.
چکیده
Objective: “In the digital age, anthropomorphism—attributing human characteristics to non-human entities in digital environments—plays a pivotal role in improving user experience (UX) and fostering customer loyalty. With the increasing adoption of artificial intelligence (AI) and intelligent interfaces, simulating human interactions such as digital platforms has emerged as a powerful mechanism for creating emotional connections and facilitating interactions. This study seeks to identify the antecedents and consequences of anthropomorphism in digital user environments and assess its impact on user experience and customer loyalty.
Methods: Using a qualitative and exploratory approach, this research examines data collected from semi-structured interviews with 16 academic and industry experts using thematic analysis. Sampling was conducted through a snowball technique, and theoretical saturation was considered as the criterion for determining sample size.
Results: The findings show that the antecedents of anthropomorphism include six main factors: personalization and optimization of user interactions (including personalized user experiences and emulation of human emotions), human-like interactions and natural communication in digital spaces, social and emotional experiences of users, intelligent responsiveness and optimal interactions, emulation of human and psychological behaviors, and user loyalty and trust enhanced through human-centered interactions. The implications of anthropomorphism include increased social interactions, intelligent responsiveness, personalized experiences, and enhanced customer trust and loyalty.
Conclusions: The results indicate that anthropomorphism helps increase user satisfaction and strengthen customer loyalty by personalizing interactions and creating emotional bonds. These insights offer valuable implications for designers and marketers of digital systems who aim to optimize user experiences and develop effective customer retention strategies.
کلیدواژه‌ها
Anthropomorphism؛ Customer loyalty؛ Digital interactions؛ Thematic analysis؛ User experience
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