We conducted this study to investigate the influence of robot anthropomorphism on consumers’ attitudes toward restaurants and service providers, focusing on the moderating effects of robot social roles and consumer autonomy. The results of Study 1 revealed that anthropomorphic robots fostered more positive attitudes toward restaurants and service robots than non-anthropomorphic robots when consumers viewed restaurant advertisements. The results of Study 2 revealed that consumers also exhibited more positive attitudes toward anthropomorphic robots compared to non-anthropomorphic robots when picturing restaurant dining experiences. Furthermore, when non-anthropomorphic robots were assigned partner roles and consumers were given the option to choose their servers, attitudes toward these robots improved. Collectively, these findings suggest that anthropomorphism in robots can lead to more positive attitudes, and the acceptance of non-anthropomorphic robots can be enhanced through greater consumer autonomy and the assignment of partner roles. These results provide insight into AI service marketing strategies.

中文翻译：

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机器人拟人化对消费者对餐厅和服务提供商态度的影响


我们进行了这项研究，以调查机器人拟人化对消费者对餐馆和服务提供商的态度的影响，重点是机器人社会角色和消费者自主性的调节作用。研究 1 的结果显示，当消费者观看餐厅广告时，拟人化机器人比非拟人化机器人培养了对餐厅和服务机器人更积极的态度。研究 2 的结果显示，与非拟人化机器人相比，消费者在描绘餐厅用餐体验时也对拟人化机器人表现出更积极的态度。此外，当非拟人化机器人被分配合作伙伴角色并且消费者可以选择他们的服务器时，人们对这些机器人的态度有所改善。总的来说，这些发现表明，机器人的拟人化可以导致更积极的态度，并且可以通过更大的消费者自主权和分配伙伴角色来提高对非拟人化机器人的接受度。这些结果提供了对 AI 服务营销策略的洞察。