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The more human-like the better? Effect of anthropomorphic level on customer intention to participate in AI service recovery

Author

Listed:
  • Song, Mengmeng
  • Jiang, Wenjing
  • Xing, Xinyu
  • Mou, Jian
  • Duan, Yucong

Abstract

The increasing application of artificial intelligence (AI) technology in the service industry has required more studies on service failures caused by intelligent customer service and its repair. In this study, the influence of anthropomorphism on customers’ intention to participate in service recovery cooperation is examined by effectively controlling the appearance, expression, and language style of intelligent customer service anthropomorphism. Through three experiments, the role of the intelligent customer service anthropomorphic level on customers intention to participate in service recovery cooperation is revealed, as well as two mediating pathways (shifting emotion and aversion) and the boundary (time pressure) of the anthropomorphic level. These findings contribute toward the understanding of AI-assisted services, and they provide insights into the application of anthropomorphic design in the service industry.

Suggested Citation

  • Song, Mengmeng & Jiang, Wenjing & Xing, Xinyu & Mou, Jian & Duan, Yucong, 2026. "The more human-like the better? Effect of anthropomorphic level on customer intention to participate in AI service recovery," Technology in Society, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:teinso:v:84:y:2026:i:c:s0160791x25002556
    DOI: 10.1016/j.techsoc.2025.103065
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