Artificial intelligence-based chatbots are affecting most areas of our lives, such as service, distribution, finance, and administration. The purpose of this study was to provide implications by empirically studying the factors and results of customer rapport for online retailers’ chatbots. For the empirical analysis, the hypothesis was tested with 253 customers who watched the video advertisements of Interpark’s chatbot, and Lotte’s chatbot, as a sample. As a result of testing the hypothesis through structural equation model analysis using AMOS, it was found that the anthropomorphism of the shopping chatbot had a positive effect on social presence and rapport, and social presence was a leading factor that positively affected rapport. In addition, rapport had a positive effect on chatbot trust and satisfaction, and chatbot trust had a positive effect on chatbot satisfaction and reuse intention. Based on these research results, the theoretical and practical implications of the study were discussed, and the limitations of the study and future research directions were presented.