Human Vs Robot:Research On The Preference Of Consumer Attitude To Service Format

In recent years,artificial intelligence has developed rapidly and robots have become popular in the service field.At present,there is little study concerning on the newly emerging robot service from the perspective of consumers.This study focuses on the preference of consumer attitude to service format.The first three studies explore the main effects of consumer attitudes on service preference,and explore the inner mechanism of warmth and competence as the mediator factors.The results show that when the attitude is hedonic,consumers prefer human service to robot service since they care more about how warm the servant are.However,when the attitude is utilitarian,consumers prefer robot service rather than human service,because they put great importance on the servant's competence.The latter two studies focus on the robot only,introducing facial features as a moderator to explore how to enhance consumers' willingness of using robotic services.The results show that when the attitude is hedonic,consumers prefer emotional robots to cognitional robots according to their facial features,while under utilitarian attitude,consumers prefer cognitional robots to emotional robots.The conclusions of this study will help to develop robot services better,thereby improving the service efficiency of enterprises.