An assistant or A friend? The role of parasocial relationship of human-computer interaction

The study explored the dual-path mechanism of human-computer parasocial relationships on consumer attitudes through an experimental approach. Innovatively, ‘assistant’ and ‘friend’ are proposed as the two basic parasocial relationships of human-computer interaction, with the two gender traits of artificial intelligence robots - "male trait" and "female trait" - to stimulate consumers' perceived competence and warmth through interaction, and improve consumer attitudes. Research has found that perceived competence and perceived warmth mediate the impact of two parasocial relationships, "assistant" and "friend", on consumer attitudes. Compared with the "friend" type of human-machine parasocial relationship, the "assistant" type of human-machine parasocial relationship significantly enhances consumers' perceived competence; Compared with the "assistant" type of human-machine parasocial relationship, the "friend" type of human-machine parasocial relationship significantly enhances consumers' perceived warmth. Meanwhile, research has demonstrated the moderate role of gender traits in artificial intelligence robots. This study broadens the research perspective of AI Services marketing, and provides important enlightenment for enterprises to develop Marketing strategy and AI Intelligent design. • This study introduces two paradigms of human-computer parasocial relationship: assistant and friend. • Different paradigm of human-computer parasocial relationships promote specific consumer perceptions. • Perceived competence and perceived warmth increase consumer attitudes in AI robot services. • AI robots gender traits moderate the relationship between human-computer parasocial relationship and consumer perception. • This study provides guidance to designers of AI robots in diverse service scenarios.