Research On The Influence Of Anthropomorphic Type And Role Image Of Humanoid Service Robot On Customer Behavior Intention

Humanoid service robot refers to a service robot with human-like body structure and human-like emotional ability.As the artificial intelligence with great visual shock and social potential,humanoid service robots have great potential to improve efficiency,reduce costs and improve service experience.Enterprises are expected to introduce such service robots to create value with customers.However,for most enterprises,it is not easy to successfully integrate humanoid service robots into the customer service journey.Because the anthropomorphic characteristics and role characteristics of humanoid service robots are intertwined and affect customers’ attitude towards technology and enterprises.However,previous studies focused on the impact of humanoid service robots and nonhumanoid service robots on customer’s technology acceptance attitude.Few studies specifically explored how to use different humanoid service robots to assist or replace human beings to provide services to customers.Therefore,they could not provide targeted guidance for enterprises on the deployment plan of humanoid service robots.This paper focuses on the marketing scenario of humanoid service robots and customers’ collaborative creation of value,taking SOR model as the guiding framework,and based on the regulatory focus theory,discusses the impact of humanoid service robot’ anthropomorphic types and role images on customer behavior intention,i.e.customer willingness to participate in human-machine interaction.Through the analysis of scenario experimental data designed between two dual factor groups,it was found that:(1)The human form(VS.mechanical)humanoid service robot,as the role of facilitator(VS.substitute),is more helpful in enhancing customer participation intention.(2)The human form(VS.mechanical)humanoid service robot,as the role of facilitator(VS.substitute),is more helpful in improving customer usefulness awareness;As a facilitator role,humanoid service robots in the form of human can help improve customer novelty awareness;As a substitute role,mechanical humanoid service robots can help reduce customer identify threat.(3)The matching between the image of a humanoid service robot facilitator and its human form type enhances customer participation intention through a higher sense of usefulness and originality;The matching between the image of a humanoid service robot substitute and its mechanical type enhances customer participation intention through a higher sense of usefulness and a lower threat of identity.This study has deeply explored the interactive effects of humanoid service robot with different anthropomorphic characteristics under different role images on customer behavior responses,not only expanding the scope of research around the anthropomorphic characteristics of humanoid service robot,but also deepening the substantive understanding of the dual effects of humanoid service robots anthropomorphic and terrorist valley,At the same time,it also reveals the different mechanisms of the impact of the use of humanoid service robots on the customertechnology relationship and the customer-enterprise relationship.In addition,the conclusion of this study also provides practical enlightenment for enterprises that wish to implement service innovation plans with the help of humanoid service robots.Enterprises should pay attention to the matching effect between humanoid service robots’ anthropomorphic types and service roles in the deployment process of humanoid service robots.