How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings
通过三个情景实验，研究了服务机器人不同拟人化外观对消费者信任的影响，发现感知温暖和能力起中介作用，且文化和服务场景调节该效应。
Purpose This study aims to compares the effects of different human-like appearances (low vs. medium vs. high) of service robots (SRs) on consumer trust in service robots (CTSR), examines the mediating role of perceived warmth (WA) and perceived competence (CO) and demonstrates the moderating role of culture and service setting. Design/methodology/approach The research design includes three scenario-based experiments (Chinese hotel setting, American hotel setting, Chinese hospital setting). Findings Study 1 found SR’s human-like appearance can arouse perceived anthropomorphism (PA), which positively affects CTSR through parallel mediators (WA and CO). Study 2 revealed consumers from Chinese (vs. American) culture had higher CTSR. Study 3 showed consumers had higher WA and CO for SRs in the credence (vs. experience) service setting. The authors also had an exploratory analysis of the uncanny valley phenomenon. Practical implications The findings have practical implications for promoting the diffusion of SRs in the hospitality industry. Managers can increase CTSR by augmenting the anthropomorphic design of SRs; however, they must consider the differences in this effect across all service recipients (consumers from different cultures) and service settings. Originality/value The authors introduce WA and CO as mediators between PA and CTSR and set the culture and service setting as moderators.