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Service robots’ anthropomorphism: dimensions, factors and internal relationships

Author

Listed:
  • Shengliang Zhang

    (University of Science and Technology of China)

  • Xinfeng Lin

    (University of Science and Technology of China)

  • Xiaodong Li

    (Anhui Polytechnic University
    Zhejiang University)

  • Ai Ren

    (State University of New York at New Paltz)

Abstract

Robots have been widely used in social production, especially in the service industry. As their use continues to spread, their anthropomorphic design, which increases a robot’s efficiency and effectiveness in terms of human–robot interaction, becomes increasingly important. Based on grounded theory, this study encodes one-to-one in-depth interview data, and constructs a theoretical model of service robots’ anthropomorphism. The results show that service robots’ anthropomorphism comprises four dimensions: mission completion (core), user sensory experience (external manifestation), artificial intelligence (guarantee), and unique human characteristics (promotion). Meanwhile, a linkage between the dimensions and factors is proposed. This study thus systematically elucidates service robots’ anthropomorphism. The findings provide some implications for practitioners to design anthropomorphic robots and develop tools for evaluating anthropomorphism, corresponding factors and potential influences.

Suggested Citation

  • Shengliang Zhang & Xinfeng Lin & Xiaodong Li & Ai Ren, 2022. "Service robots’ anthropomorphism: dimensions, factors and internal relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 277-295, March.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:1:d:10.1007_s12525-022-00527-1
    DOI: 10.1007/s12525-022-00527-1
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    References listed on IDEAS

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    1. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
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    Cited by:

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    2. Nika Meyer (née Mozafari) & Melanie Schwede & Maik Hammerschmidt & Welf Hermann Weiger, 2022. "Users taking the blame? How service failure, recovery, and robot design affect user attributions and retention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2491-2505, December.
    3. Rainer Alt, 2022. "Electronic Markets on platform dualities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 1-10, March.

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    More about this item

    Keywords

    Service robot; Anthropomorphism; In-depth interview; Grounded theory; Word frequency analysis; Theoretical model;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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