The impact of AI service robots’ cognitive anthropomorphism on consumers’ subjective well-being – a moderated mediation model

Advancements in artificial intelligence have led to the widespread use of AI service robots across the service industry, significantly enhancing consumers’ subjective well-being. This study integrates means-end chain (MEC) theory and social exchange theory (SET) to develop a framework for understanding the cognitive anthropomorphism of AI service robots and its impact on consumers’ well-being. Data were collected from 264 Chinese participants through a questionnaire survey and analyzed using PLS-SEM. The results show that the cognitive anthropomorphism of AI service robots positively influences consumers’ subjective well-being, with perceived intimacy and perceived threat acting as mediators. Additionally, trust is found to positively moderate the mediating effects of both perceived intimacy and perceived threat. This research contributes to our understanding of consumers’ psychological responses to using service robots, enriches the literature on subjective well-being, highlights the crucial role of trust in human-robot interactions, and provides practical recommendations for improving the design of AI service robots.