SILICON GENDER AND INTIMACY CUES IN ARTIFICIAL INTELLIGENCE CHATBOT SOCIAL PRESENCE FOR E-COMMERCE
DOI:
https://doi.org/10.55197/qjssh.v7i3.1216Keywords:
artificial intelligence chatbots, social presence theory, silicon gender, intimacy cues, e-commerce communicationAbstract
Artificial intelligence chatbots have become central to e-commerce resilience by operating as continuous service agents that sustain customer interaction, trust, and engagement in competitive digital marketplaces. This study examines how silicon gender and intimacy cues are embedded in chatbot design to shape social presence within leading Malaysian e-commerce platforms, namely Shopee, Lazada, and Zalora. Drawing on Social Presence Theory and a technofeminist perspective, the study employed qualitative content analysis of chatbot interaction transcripts, focusing on verbal intimacy cues, expressions of emotional closeness, and trust-building strategies. The findings indicate distinct design orientations across platforms: Shopee’s chatbot, Sophie, projects feminised warmth through personalisation and empathetic language; Lazada’s Cleo prioritises procedural clarity and functional competence; while Zalora’s gender-neutral assistant emphasises inclusivity, though with reduced sociability. These differences demonstrate that chatbots function not as neutral technological tools, but as culturally situated artefacts that influence user engagement and relational perception. The study contributes to communication research by highlighting how intimacy-oriented design choices enhance perceived social presence in commercial contexts, while also underscoring the need for ethical and inclusive frameworks to guide responsible chatbot development and deployment. These insights offer practical guidance for designers, marketers, and platform stakeholders seeking sustainable, user-centred, and socially responsible commerce interactions.
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