Data for: When Chatbots Become Personal: How Self-AI Connection and Response Modality Influence Word-of-Mouth Behavior

This dataset supports the findings of the article "When Chatbots Become Personal: How Self-AI Connection and Response Modality Influence Word-of-Mouth Behavior."This research uses two between-subjects experiments to examine how different chatbot types (Virtual Personal Assistant, VPA vs. Customer Service Chatbot, CSC) influence consumer word-of-mouth (WOM) intentions through the mediating effect of the Self-AI connection.The dataset contains the following four files:<br><b>Study_1_Data</b>: Anonymized dataset for Study 1 (n=195), which examines the moderation of Service Outcome (success vs. failure).<b>Study1_Codebook</b>: The codebook for Study 1, detailing all variable names, coding (e.g., 1=VPA, 2=CSC; 1=Failure, 2=Success), and the full measurement scale items used.<b>Study_2_Data</b>: Anonymized dataset for Study 2 (n=202), which examines the moderation of Response Modality (text vs. voice).<b>Study2_Codebook</b>: The codebook for Study 2, detailing all variable names, coding (e.g., 1=VPA, 2=CSC; 1=Text, 2=Voice), and the full measurement scale items used.