What question did this study set out to answer?

To resolve conflicting literature on whether customer anthropomorphism of service robots promotes or inhibits technology adoption and to model its key antecedents and consequences.

January 6, 2021Journal of the Academy of Marketing ScienceOpen Access

Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI

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To resolve conflicting literature on whether customer anthropomorphism of service robots promotes or inhibits technology adoption and to model its key antecedents and consequences.
Conducted a meta-analysis synthesizing data from N=11,053 individuals across 108 independent samples evaluating interactions with physical robots, chatbots, and AI agents.
Modeled antecedents (customer traits, sociodemographics, physical vs. nonphysical robot design), mediators (robot characteristics, functionality, relational rapport), and moderators (robot gender, service classification).
Customer traits including computer anxiety, sociodemographics, and robot embodiment design served as significant triggers for anthropomorphism.
Anthropomorphism indirectly enhanced customer use intentions primarily through functional characteristics and perceived intelligence, whereas relational characteristics such as rapport offered weaker mediation.
Moderator analysis revealed that the magnitude of anthropomorphism's effect on use intention depends significantly on robot gender and the specific service category.

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Implication

Meta-analysis uncovers drivers and outcomes of anthropomorphism in service robot users, indicating that adoption depends on robot traits and service context.

Cite This Study

Blut et al. (2021) studied this question.

synapsesocial.com/papers/69d7eade11d83f35e5ae3310 https://doi.org/10.1007/s11747-020-00762-y

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Implication

Meta-analysis uncovers drivers and outcomes of anthropomorphism in service robot users, indicating that adoption depends on robot traits and service context.

Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI

Key Points

Discussion

Implication

Cite This Study

Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI

Key Points

Discussion

Implication

Cite This Study

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