With the rapid development of artificial intelligence, chatbots have also evolved and become part of different online services. Especially, many webstores have taken chatbots into use for customer service purposes offering cost-effective and round the clock service. However, due the rapid development of chatbots means that they can be seen as a relatively new technology which can lead consumers to be skeptical about them. The purpose of this thesis is to conduct a literature review to find out what factors affect consumers’ attitude and how those affect attitudes towards chatbots in e-commerce. The most significant factor affecting consumers’ attitude is anthropomorphism and its elements that allow chatbots to communicate and appear in a very human-like way. Human-like elements in chatbot can build up trust between the consumer and chatbots which leads to positive attitudes towards the chatbot. On the other hand too human-like chatbot or using certain human-like elements in certain situations can lead to negative attitudes. The thesis also views effects of technology, consumer’s emotions, age, gender and earlier user experience. These factors have elements and different combinations of them that can lead to negative attitudes. However there are different ways to prevent these negative attitudes with certain design principles.