Research On The Effects Of Anthropomorphic Characteristics Of Service Robot On Customer Satisfaction

With the rapid development of artificial intelligence technology,artificial intelligence is closely related to our life and work.Service robots have also begun to appear frequently in service place to provide services for everyone.Especially after the outbreak of COVID-19’s global outbreak in early 2020,service robots played an important role in "contactless service".Service robot is essentially a product that provides services for human consumers.It is inevitable to contact and interact with customers in the service process.How to promote humanrobot interaction,improve service experience and improve customer satisfaction with service robots is also the concern of service robot design and production enterprises and service enterprises.In previous studies,anthropomorphism has been widely used in the field of brands and products,which has a positive effect on customer attitudes and behaviors.At present,anthropomorphism has also become a research hotspot in the field of human-robot interaction.The influence and mechanism of robot personification on customers have attracted the attention of enterprises and scholars.Based on anthropomorphic three factor theory,social identity theory,VAM model,ACSI satisfaction model and previous literature research,this study takes the appearance anthropomorphic degree and sound anthropomorphic degree of service robot as independent variables,customer satisfaction as dependent variables,perceived value as intermediary variables and perceived control as regulatory variables to build a model and explore the relationship between variables.A total of 320 valid questionnaires were collected through online distribution.Combined with statistical knowledge,SPSS and AMOS software are used to analyze the data collected in the experiment,The results are as follows:The degree of anthropomorphism in appearance and the degree of anthropomorphism in sound of service robot have a significant positive impact on customer satisfaction.The part of perceived value mediates the relationship between anthropomorphism and customer satisfaction of service robot.Perceived control positively moderates the relationship between anthropomorphic characteristics and emotional value of service robot.Finally,according to the conclusion of empirical analysis,some suggestions are put forward for enterprises developing,manufacturing and using service robots:service robot manufacturing and design enterprises should pay attention to the design of service robots and make rational use of the design of robot anthropomorphic characteristics to further improve customers’use experience;Service enterprises should take auxiliary measures to improve customers’perceived control when applying service robots with anthropomorphic characteristics,such as employee assistance,instructions,etc.