Digital interactions

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.