Service staff makes me nervous: Exploring the impact of insecure attachment on AI service preference

Abstract

This study examines customer preferences for AI versus human services, influenced by insecure attachment and service context. We conducted three studies with 1039 participants across six service scenarios. Study 1 demonstrated that customers exhibiting traits of insecure attachment, both anxious and avoidant, showed a preference for AI services in high-contact scenario, such as hair restyling. However, this effect was not significant in low-contact scenario, such as simple hair cutting. Study 2 replicated and extended the findings of Study 1 by manipulating customers' states of attachment in both high-contact (developing fitness plans) and low-contact (correcting fitness postures) service scenarios. Study 3 constructed a conditional mediation model and found that social anxiety significantly mediated the relationship between insecure attachments and the preference for AI services in high-contact scenario, such as customizing personal health insurance plans. This was not the case, however, for low-contact service like standard auto insurance purchases. This research adds to the existing literature by highlighting the influence of psychological characteristics on attitudes towards social robots. The findings offer insights for firms planning to implement AI services, suggesting careful design of AI service scripts and nuanced market segmentation.