The Interaction Effect of Appearance Anthropomorphism and Animistic Cue on Social Robot Purchase

초록

This research explores how appearance anthropomorphism and animistic cues influence consumer adoption of AI robots using the technology acceptance model(TAM). While prior research has shown that anthropomorphic design enhances consumer trust and perceived usefulness, the moderating role of animistic cues remains underexplored. A structural equation model(SEM) was used to analyze how anthropomorphism and animistic cues affect perceived ease of use, perceived usefulness, attitude, and adoption intention. Our findings reveal that anthropomorphism positively influences perceived ease of use and perceived usefulness. Moreover, an animistic cue moderates the relationship between appearance anthropomorphism and attitude toward a social robot. Specifically, for the AI robots with animistic cues, the mediating role of perceived ease of use disappears in the relationship between anthropomorphism and attitude. This study contributes to theoretical discussions on consumer-robot interactions and offers practical insights for designing AI social robots.

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