How does service robot anthropomorphism affect human co-workers?
Dewi Tojib, Rahul Sujan, Junzhao Ma, Yelena Tsarenko
Abstract
Purpose Service robots are gradually becoming more anthropomorphic and intelligent. This research aims to investigate how anthropomorphic service robots with different levels of intelligence affect their human counterparts. Design/methodology/approach Two between-subject experimental studies were used to test whether different levels of service robot anthropomorphism with different levels of intelligence influence employees' morale and resistance to service robots. Findings Study 1 shows that the effect of service robot anthropomorphism (low vs. high) on employees' resistance and morale is mediated by perceived job-security threat. Study 2 validates this mediating effect and shows that it is moderated by the type of AI (mechanical vs. analytical). Specifically, when exposed to mechanical AI-powered service robots, employees exhibit a higher perceived job-security threat toward robots with a high (vs. low) degree of anthropomorphism. This moderating effect is not observed when employees are exposed to analytical AI-powered service robots. This moderated mediation effect is also found for the signing of a petition as the behavioral outcome. Practical implications Service firms considering the adoption of mechanical AI-powered service robots should choose a low (vs. high) anthropomorphic robot to reduce the sense of job-security threat felt by human employees, which subsequently increases their acceptance. However, if analytical AI-powered service robots with are to replace their human employees, the degree of anthropomorphism becomes irrelevant. Originality/value This is the first empirical study to explore how anthropomorphic service robots can influence human employees' evaluations and behaviors.