Research On The Influence Of Humanoid Intelligent Robot Anthropomorphism On Consumers’ Willingness To Use

In the context of the rapid development and application of artificial intelligence technology,optimizing human-computer relationship and improving consumer human-computer interaction experience have become important issues of the era.As the embodiment of the connection between human characteristics and intelligent products,the concept of personification plays an important role in the formation and balance of human-machine relations.Personification means that human beings personalize non-human things and subjectively endow them with thoughts,feelings and behavioral abilities.The degree of personification of robot products can affect consumers’ willingness to use.The robot products with appropriate degree of personification can enhance consumers’ trust and promote consumers’ positive consumption behavior,while the inappropriate degree of personification will lead to consumers’ psychological aversion and disgust.Previous studies have shown that the improvement of robot anthropomorphic degree has both positive and negative effects on consumers’ willingness to use.Its internal mechanism is relatively complex,and few studies focus on both paths at the same time.Therefore,it is necessary to pay attention to the action path and boundary conditions of the positive and negative effects,as well as the more complex mechanism that may exist between them,based on a more comprehensive perspective,in order to open the "black box" of the robot’s anthropomorphic influence on the willingness to use.The research is mainly based on social telepresence theory,horror valley theory and social cognition theory.On the basis of reviewing and summarizing previous relevant research,the research model is put forward to explore the impact mechanism of anthropomorphic humanoid intelligent robot(HIR)on consumers’ willingness to use in household situations,and a chain path based on consumers’ perceived intelligence and perceived threat is constructed Self-efficacy is the model of price adjustment.The research constructs the situation and collects relevant data through two questionnaires,and uses SPSS 26.0 and HLM 6.08 to analyze relevant data and test the hypothesis.The research draws the following conclusions:(1)The personification of home HIR will positively affect the perception intelligence,and then positively affect the intention to use;(2)The personification of household HIR will positively affect the perceived threat,and then negatively affect the willingness to use;(3)Perceived intelligence and perceived threat play a chain mediating role in the relationship between home HIR personification and willingness to use.The personification of home HIR will positively affect the perception intelligence,thus positively affect the perception threat,and then negatively affect the willingness to use;(4)Self-efficacy negatively regulates the impact of home HIR personification on perceived threats across levels;When the level of consumer self-efficacy is high,the positive effect of home HIR personification on perceived threat is weakened.The research provides theoretical guidance for relevant enterprises to engage in robot design and production activities,provides a reference for practitioners to improve human-computer relations and enhance consumer human-computer interaction experience,and enriches the research on artificial intelligence based on social science.