From AI Chatbot to Brand Support: An Exploration of Perceived Empathy and Ethics in Shaping Trust and Word of Mouth

Authors

Chun Shao, Marquette UniversityFollow
Young Kim, Marquette UniversityFollow
Larry Zhiming Xu, Marquette UniversityFollow

Document Type

Article

Publication Date

2025

Publisher

Taylor & Francis

Source Publication

Communications Reports

Source ISSN

0893-4215

Original Item ID

DOI: 10.1080/08934215.2025.2519253

Abstract

Recent technological advancements have significantly enhanced AI chatbots’ ability to engage in meaningful conversations and empathic interactions, creating new opportunities for human-AI interaction while also introducing ethical considerations. This study surveyed 789 U.S. users of AI chatbots to examine how their perceptions of empathy and ethics in these chatbots influence trust in the company. The results show that perceived empathy and ethics are strongly linked to users’ trust in the company, which, in turn, affects their intention to continue using the chatbots and their likelihood of providing positive word of mouth. This study highlights the importance of empathy and ethics in AI chatbot usage from the end user’s perspective, with both theoretical and practical implications discussed.

Comments

Accepted version. Sex & Sexualities, Vol. 1, No. 1 (2025): 110-118. DOI. © 2025 SAGE Publications. Used with permission.

Recommended Citation

Shao, Chun; Kim, Young; and Xu, Larry Zhiming, "From AI Chatbot to Brand Support: An Exploration of Perceived Empathy and Ethics in Shaping Trust and Word of Mouth" (2025). College of Communication Faculty Research and Publications. 641.
https://epublications.marquette.edu/comm_fac/641