PurposeThe development of mobile technology has changed the traditional financial industry and banking sector. While traditional banks have adopted artificial intelligence (AI) techniques to deepen ...the development of mobile banking applications (apps), the current literature lacks research on the use of AI-based constructs to explore users' mobile banking app adoption intentions. To fill this gap, based on stimulus-organism-response (SOR) theory, two AI feature constructs as stimuli are considered, namely, perceived intelligence and anthropomorphism. This study then develops a research model to investigate how intelligence and anthropomorphism affect task-technology fit (TTF), perceived cost, perceived risk and trust (organism), which in turn influence users' AI mobile banking app adoption (response).Design/methodology/approachThis study used a convenience nonprobability sampling approach; a total of 451 responses were collected to examine the model. The partial least squares technique was utilized for data analysis.FindingsThe results show that intelligence and anthropomorphism increase users' willingness to adopt mobile banking apps through TTF and trust. However, higher levels of anthropomorphism enhance users' perceived cost. In addition, both intelligence and anthropomorphism have insignificant effects on perceived risk. The results provide theoretical contributions for AI-based mobile banking app adoption and offer practical guidance for bank planning to use AI to retain users.Originality/valueBased on SOR theory, this study reveals that as features, AI-enabled intelligence and anthropomorphism help us further understand users' perceptions regarding cost, risk, TTF and trust in the context of AI-enabled app adoption intentions.
An increasing number of firms introduce service robots, such as physical robots and virtual chatbots, to provide services to customers. While some firms use robots that resemble human beings by ...looking and acting humanlike to increase customers’ use intention of this technology, others employ machinelike robots to avoid uncanny valley effects, assuming that very humanlike robots may induce feelings of eeriness. There is no consensus in the service literature regarding whether customers’ anthropomorphism of robots facilitates or constrains their use intention. The present meta-analysis synthesizes data from 11,053 individuals interacting with service robots reported in 108 independent samples. The study synthesizes previous research to clarify this issue and enhance understanding of the construct. We develop a comprehensive model to investigate relationships between anthropomorphism and its antecedents and consequences. Customer traits and predispositions (e.g., computer anxiety), sociodemographics (e.g., gender), and robot design features (e.g., physical, nonphysical) are identified as triggers of anthropomorphism. Robot characteristics (e.g., intelligence) and functional characteristics (e.g., usefulness) are identified as important mediators, although relational characteristics (e.g., rapport) receive less support as mediators. The findings clarify contextual circumstances in which anthropomorphism impacts customer intention to use a robot. The moderator analysis indicates that the impact depends on robot type (i.e., robot gender) and service type (i.e., possession-processing service, mental stimulus-processing service). Based on these findings, we develop a comprehensive agenda for future research on service robots in marketing.
Anthropomorphism refers to the assignment of human-like traits and characteristics to non-human objects. In the tourism sector, destinations can be anthropomorphized. In this investigation, we ...explore potential travelers’ power as a factor that predicts to whom destination anthropomorphism appeals. Because anthropomorphism facilitates individuals’ perceived control, which individuals low on power lack but want to regain, we hypothesize in the current research that destination anthropomorphism would appeal more to travelers low (vs. high) on power. The higher perceived control manifests in travel behavior in the form of fewer perceived risks while traveling. We observe that powerless (vs. powerful) participants perceive greater control (Experiment 2) and fewer risks while traveling (Experiment 3) when the destination is anthropomorphized, explaining their higher travel intentions (Experiments 1–3). Our results suggest that whether or not to use anthropomorphism in destination advertising needs to consider potential travelers’ power.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
•The effect of anthropomorphic visual appearance and conversational style on users’ information disclosure tendency towards the chatbot were discussed.•An interaction effect between the chatbot's ...visual appearance and conversational style on users’ information disclosure tendency was found.•Compared to the visual appearance, the chatbot's conversational style has a greater impact on users’ information disclosure tendency.•Perceived security positively mediated the effects of conversational style on users’ information disclosure tendency towards the chatbot.
Text-based chatbots are widely used to deliver personalized services by leveraging user-provided information, and anthropomorphic design is crucial for their effectiveness. However, most earlier studies investigated the effects of anthropomorphic design of chatbots while manipulating only one dimension of anthropomorphic cues. The current research investigated how different dimensions of anthropomorphic design cues affect users’ information disclosure tendency towards chatbots. That is, the present study examined the effects of visual appearance (high anthropomorphism vs. low anthropomorphism), manipulating the visual cues dimension, and conversational style (human-like vs. mechanical), manipulating the verbal cues dimension, on users’ information disclosure tendency towards chatbots. Results showed positive effects of human-like conversational style on users’ information disclosure tendency. Of particular significance, an interaction effect between visual appearance and conversational style on users’ information disclosure tendency was found. Users reported a higher information disclosure tendency when the chatbot was designed with anthropomorphic cues consistent over dimensions. This finding suggested that an expectancy violation effect occurs when a chatbot exhibits inconsistent anthropomorphic design cues on two different dimensions. Besides, perceived security was identified as a positive mediating factor in the relationship between conversational style and users’ information disclosure tendency. This study advances research on users’ information disclosure tendency towards anthropomorphic chatbots and highlights the importance of different dimensions of anthropomorphic cues in chatbot design. Additionally, practical guidance for chatbot designers was also provided.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. ...Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers’ perceptions of AR in the retail environment remains poorly understood. Specifically, randomly selected adults (n = 319) participated in a field based retail shopping experience using augmented reality on a mobile device, the findings presented here demonstrate that anthropomorphism indeed influences consumers’ experiences of AR and their attitudes toward brands that use it. This study therefore has important theoretical implications as well as practical implications for managers. We begin by elaborating a theory of anthropomorphism in the context of retail marketing that can account for consumers’ perceptions of AR in general. We then discuss how our findings can assist managers in the retail sector in leveraging the anthropomorphisation of AR as part of the effort to build effective relationships with their customers. Our findings further suggest that brands benefit when managers make AR a key part of the retail experience.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
How educational media can support learning is a growing concern. This study examined the impact of age (4-year-olds vs. 6-year-olds) and informants (human vs. animal puppet vs. anthropomorphic ...language animal puppet) on children’s animal knowledge learning and anthropomorphic generalization. A total of 210 children aged 4 and 6 participated. Children learned equally well from each of the three types of informants. Six-year-olds learned more than did 4-year-olds and were also more curious to learn more about the animal after watching the videos. Four-year-olds were more likely to generalize anthropomorphic traits in animals than were older children. Finally, 4-year-olds in the animal puppet group showed a significantly higher preference for the informant than did 4-year-olds in the human and anthropomorphic language animal puppet groups. Overall, the findings showed that watching animal educational videos can promote children’s acquisition of animal knowledge and that children learn equally well from human and puppet informants. Additionally, younger children may enjoy learning from non-anthropomorphic language animal puppets more than from humans and anthropomorphic language animal puppets, but there are no significant differences in their learning.
•This paper looks at children's animal knowledge learning from human and puppet informants.•Children learned equally well from different informants.•Watching the anthropomorphic language video appeared to hinder children's generalization of anthropomorphic traits.•There were no differences in children’s learning despite differences in subjective liking toward informants.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Intelligent AI devices have become a common presence in the business landscape, offering a wide range of services, from the medical sector to the hospitality industry. From an organizational ...perspective, AI devices have several advantages, by performing certain tasks quicker and more accurately in comparison to humans while at the same time being more cost-efficient. However, in order to maintain the high standards of a brand, they have to be accepted by consumers and deliver socially adequate performance. Therefore, it is important to determine the characteristics of AI devices which make them accepted and trusted by consumers. Based on the Computers as Social Actors (CASA) Theory, we have researched on the role of psychological anthropomorphic characteristics, perceived empathy, and interaction quality in the acceptance of AI devices in the service industry. The results show that anthropomorphic characteristics alone do not influence acceptance and trust towards AI devices. However, both perceived empathy and interaction quality mediate the relation between anthropomorphic characteristics and acceptance. A human-like AI device has higher acceptance when it has the ability to show empathy and interaction in relation to the human consumer. This result reveals the importance of developing forms of strong intelligence and empathetic behaviour in service robots and AI devices.
•Psychological anthropomorphic AI devices, which show empathy have a higher degree of consumers' acceptance.•Empathy mediates the relation between psychological anthropomorphic characteristics of AI and the consumers' acceptance.•Empathy mediates the relation between anthropomorphic characteristics of AI and their interaction quality with consumers.•Anthropomorphic AI devices which show empathy have a better interaction quality with consumers.•Interaction quality mediates the relation between AI's psychological anthropomorphic characteristics and their acceptance.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
In movies, robots are often extremely humanlike. Although these robots are not yet reality, robots are currently being used in healthcare, education, and business. Robots provide benefits such as ...relieving loneliness and enabling communication. Engineers are trying to build robots that look and behave like humans and thus need comprehensive knowledge not only of technology but also of human cognition, emotion, and behavior. This need is driving engineers to study human behavior toward other humans and toward robots, leading to greater understanding of how humans think, feel, and behave in these contexts, including our tendencies for mindless social behaviors, anthropomorphism, uncanny feelings toward robots, and the formation of emotional attachments. However, in considering the increased use of robots, many people have concerns about deception, privacy, job loss, safety, and the loss of human relationships. Human-robot interaction is a fascinating field and one in which psychologists have much to contribute, both to the development of robots and to the study of human behavior.
•This study tests an artificial intelligent device use acceptance model.•The model provides insights on consumer acceptance/rejection of AI device.•Level of anthropomorphism enhances customers’ ...effort expectancy.•Emotion determines acceptance and rejection of AI devices.•A multi-stage appraisal is necessary to understand behavioral outcomes.
This study develops and empirically tests a theoretical model of artificially intelligent (AI) device use acceptance (AIDUA) that aims to explain customers’ willingness to accept AI device use in service encounters. The proposed model incorporates three acceptance generation stages (primary appraisal, secondary appraisal, and outcome stage) and six antecedents (social influence, hedonic motivation, anthropomorphism, performance expectancy, effort expectancy, and emotion). Utilizing data collected from potential customers, the proposed AIDUA model is tested. Findings suggest that customers go through a three-step acceptance generation process in determining whether to accept the use of AI devices during their service interactions. Findings indicate that social influence and hedonic motivation are positively related to performance expectancy while anthropomorphism is positively related to effort expectancy. Both performance and effort expectancy are significant antecedents of customer emotions, which determines customers’ acceptance of AI device use in service encounters. This study provides a conceptual AI device acceptance framework that can be used by other researchers to better investigate AI related topics in the service context.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
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