The effect of anthropomorphic competence-warmth congruence of service robots on recommendation intention

Abstract

Service robots are becoming more popular as artificial intelligence technology advances. Based on the theory of mind perception, this study divides the anthropomorphism of service robots into two dimensions (competence and warmth) and discusses its impact on consumer psychology from the perspective of dual matching. First, anthropomorphism of service robots has positive effect on consumers’ attachment to robots. Second, consumer attachment to service robots increased when anthropomorphic competence and warmth were congruent. Third, consumer attachment to service robots mediated the relationship between anthropomorphic competence and warmth (in)congruence of service robots and consumer recommendation intention. Fourth, consumer paradox mindset moderated the effect of anthropomorphic competence and warmth (in)congruence of service robots on consumer attachment to service robots. These research conclusions have made important theoretical contributions and practical guidance for the research of anthropomorphic service robots and consumer attitudes.