Service robot anthropomorphism on consumer usage intention: curvilinear and linear effect
Maosheng Yang, J. C. F. Li, Lei Feng, Shih‐Chih Chen, Ming‐Lang Tseng
Abstract
Purpose This research proposes and examines a theoretical model grounded in anthropomorphism theory considering the curvilinear and linear relationships between service robot anthropomorphism and consumer usage intention and explores the mediating effect of perceived risk. Design/methodology/approach To examine the developed model, two complementary studies are designed. In Study 1, multi-time data of 511 participants show that service robot anthropomorphism inverts U-shaped (curvilinear) relationship on consumer usage intention and perceived risk mediates this curvilinear relationship. In Study 2, multi-source data of 460 volunteers are used to confirm the findings of Study 1 and examine that consumer empathy moderates the complex nonlinear effect of service robot anthropomorphism on perceived risk, and the indirect curvilinear effect of service robot anthropomorphism on consumer usage intention through perceived risk. Findings This research provides preliminary and yet important findings on how service robot anthropomorphism most likely is positively associated with consumer usage intention, i.e. the positively influence mechanism of service robot anthropomorphism on consumer usage intention. Originality/value This research provides preliminary and yet important findings on how service robot anthropomorphism most likely is positively associated with consumer usage intention, i.e. the positively influence mechanism of service robot anthropomorphism on consumer usage intention.