In　the　digital　age,　brands　use　chatbots　to　address　customer　queries　promptly.　However,　more　research　is　needed　on　factors　that　build　customer　trust　in　chatbots,　which　is　crucial　for　their　willingness　to　use　them.　This　study　explores　two　main　aspects　of　understanding　this　trust:　customer　perceptions　of　new　technology　acceptance　(ease　of　use　and　usefulness)　and　the　humanoid　attributes　of　chatbots　(anthropomorphism,　emotional　intelligence,　and　Personalization).　Survey　data　from　363　Chinese　online　shoppers　were　analyzed　using　structural　equation　modeling.　The　results　show　that　customer　perceptions　and　humanoid　attributes　significantly　influence　customer　trust,　positively　impacting　their　willingness　to　use　chatbots.　Additionally,　customer　trust　mediates　the　relationship　between　these　factors　and　the　desire　to　use　chatbots.　These　findings　offer　valuable　insights　for　brands　and　chatbot　developers　on　fostering　customer　trust　and　enhancing　chatbot　usage　in　online　shopping.