The value of being human-like: how anthropomorphism and emotional expression drive social robot perceptions

Purpose This study examines how anthropomorphism and emotional expression in social robots shape users' perceptions of three distinct benefit types – hedonic, utilitarian, and symbolic – and how these perceived benefits, in turn, influence user attitude and perceived value. By adopting a benefit-based perspective, the study aims to clarify the psychological mechanisms through which human-like design cues are translated into differentiated user evaluations in human–robot interaction. Design/methodology/approach Data were collected from 301 participants who viewed a standardized video demonstration of a social robot. An online survey was administered, and the proposed model was tested using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. The model included anthropomorphism, emotional expression, perceived hedonic, utilitarian, and symbolic benefits, attitude, and perceived value, with gender, age, and household size included as control variables. Findings Anthropomorphism and emotional expression significantly increased all three types of perceived benefits. Hedonic benefits exerted the strongest effects on both attitude and perceived value. Utilitarian benefits positively influenced attitude and showed a weaker but statistically significant effect on perceived value, suggesting a baseline role of functional usefulness. Symbolic benefits did not influence attitude but had a significant positive impact on perceived value. Attitude, in turn, significantly enhanced perceived value. Among the control variables, gender showed a significant effect, whereas age and household size did not. Originality/value This study advances the social robot literature by integrating human-like design cues with a multidimensional conceptualization of perceived benefits and by distinguishing the differential roles of hedonic, utilitarian, and symbolic benefits in shaping attitude and perceived value. The findings offer theoretical insights into the benefit-based mechanisms underlying social robot evaluation and provide practical implications for designing socially engaging and emotionally resonant robots aligned with contemporary user expectations.