Abstract
Robots replacing the work of human employees is no longer a novelty. In the manufacturing industry, a large number of front-line employees have already been replaced by machines. With the maturity and development of robotics, the replacement of humans with machines is gradually shifting from the manufacturing industry to the service industry. The process by which robotic features affect users' willingness to use under intelligent services has been a hot topic in business management and academic research in recent years. However, anthropomorphism as an intuitive external feature, few studies have explored the process mechanisms of such features on customers' continuous usage intention. Based on Social information processing theory, the article investigates the mechanism by which anthropomorphic appearance features of service robots affect users' continuous usage intention. The results show that users' tendency to anthropomorphize the appearance of service robots positively influences continuous usage intention through the partial mediation of perceived usefulness and perceived enjoyment. In addition, the level of empathy of the service robot moderates the effect of anthropomorphism on perceived usefulness and perceived hedonicity. The findings of this study enrich the research on the processes that influence users' continuous usage intention in service encounters and also provide a useful reference for the management practices of service companies.
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