The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context
The concept of anthropomorphism is crucial in enhancing interactions between service robots and humans, serving as a key consideration in the design of these robots. Nevertheless, the specific mechanisms by which the anthropomorphic traits of service robots influence customer behavioral responses re...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-01-01
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| Series: | Frontiers in Robotics and AI |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/frobt.2025.1503622/full |
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| author | Wenchao Liu Xin Xin Chenyu Zheng |
| author_facet | Wenchao Liu Xin Xin Chenyu Zheng |
| author_sort | Wenchao Liu |
| collection | DOAJ |
| description | The concept of anthropomorphism is crucial in enhancing interactions between service robots and humans, serving as a key consideration in the design of these robots. Nevertheless, the specific mechanisms by which the anthropomorphic traits of service robots influence customer behavioral responses remain inadequately understood. Furthermore, the incorporation of anthropomorphic robotic technology into customer service operational strategies presents a significant challenge for businesses. To explore the underlying mechanisms through which the anthropomorphic characteristics of service robots impact customer acceptance, this study conducted a series of six experiments to empirically test the proposed hypotheses. The empirical findings indicate notable differences in customer switching behaviors and selection quantity metrics, which can be linked to service contexts characterized by varying degrees of behavioral anthropomorphism. Additionally, social presence has been identified as a mediating variable that affects the relationship between the anthropomorphism of service robot behavior and its influence on customer variety-seeking behavior. The situational context of customer decision-making is also found to moderate the relationship between social presence and variety-seeking behavior. Consequently, it is recommended that service organizations implement service robots with diverse anthropomorphic features to enhance customer acquisition, cultivate loyalty, and improve overall marketing effectiveness. |
| format | Article |
| id | doaj-art-0bbe1d152ab943418e5bca351cf54412 |
| institution | Kabale University |
| issn | 2296-9144 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Robotics and AI |
| spelling | doaj-art-0bbe1d152ab943418e5bca351cf544122025-01-31T05:10:26ZengFrontiers Media S.A.Frontiers in Robotics and AI2296-91442025-01-011210.3389/frobt.2025.15036221503622The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making contextWenchao Liu0Xin Xin1Chenyu Zheng2School of Business Administration, Jilin University of Finance and Economics, Changchun, ChinaBusiness School, Jilin Business and Technology College, Changchun, ChinaStrategic Planning Department, China Three Gorges Corporation, Wuhan, ChinaThe concept of anthropomorphism is crucial in enhancing interactions between service robots and humans, serving as a key consideration in the design of these robots. Nevertheless, the specific mechanisms by which the anthropomorphic traits of service robots influence customer behavioral responses remain inadequately understood. Furthermore, the incorporation of anthropomorphic robotic technology into customer service operational strategies presents a significant challenge for businesses. To explore the underlying mechanisms through which the anthropomorphic characteristics of service robots impact customer acceptance, this study conducted a series of six experiments to empirically test the proposed hypotheses. The empirical findings indicate notable differences in customer switching behaviors and selection quantity metrics, which can be linked to service contexts characterized by varying degrees of behavioral anthropomorphism. Additionally, social presence has been identified as a mediating variable that affects the relationship between the anthropomorphism of service robot behavior and its influence on customer variety-seeking behavior. The situational context of customer decision-making is also found to moderate the relationship between social presence and variety-seeking behavior. Consequently, it is recommended that service organizations implement service robots with diverse anthropomorphic features to enhance customer acquisition, cultivate loyalty, and improve overall marketing effectiveness.https://www.frontiersin.org/articles/10.3389/frobt.2025.1503622/fullservice robotbehavioral anthropomorphismvariety-seeking behaviorsocial presenceconsumer decision-making context |
| spellingShingle | Wenchao Liu Xin Xin Chenyu Zheng The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context Frontiers in Robotics and AI service robot behavioral anthropomorphism variety-seeking behavior social presence consumer decision-making context |
| title | The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context |
| title_full | The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context |
| title_fullStr | The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context |
| title_full_unstemmed | The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context |
| title_short | The effect of behaviorally anthropomorphic service robots on customers’ variety-seeking behavior: an analytical examination of social presence and decision-making context |
| title_sort | effect of behaviorally anthropomorphic service robots on customers variety seeking behavior an analytical examination of social presence and decision making context |
| topic | service robot behavioral anthropomorphism variety-seeking behavior social presence consumer decision-making context |
| url | https://www.frontiersin.org/articles/10.3389/frobt.2025.1503622/full |
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