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How does service robot anthropomorphism affect human co-workers?

How does service robot anthropomorphism affect human co-workers? Service robots are gradually becoming more anthropomorphic and intelligent. This research aims to investigate how anthropomorphic service robots with different levels of intelligence affect their human counterparts.Design/methodology/approachTwo between-subject experimental studies were used to test whether different levels of service robot anthropomorphism with different levels of intelligence influence employees' morale and resistance to service robots.FindingsStudy 1 shows that the effect of service robot anthropomorphism (low vs. high) on employees' resistance and morale is mediated by perceived job-security threat. Study 2 validates this mediating effect and shows that it is moderated by the type of AI (mechanical vs. analytical). Specifically, when exposed to mechanical AI-powered service robots, employees exhibit a higher perceived job-security threat toward robots with a high (vs. low) degree of anthropomorphism. This moderating effect is not observed when employees are exposed to analytical AI-powered service robots. This moderated mediation effect is also found for the signing of a petition as the behavioral outcome.Practical implicationsService firms considering the adoption of mechanical AI-powered service robots should choose a low (vs. high) anthropomorphic robot to reduce the sense of job-security threat felt by human employees, which subsequently increases their acceptance. However, if analytical AI-powered service robots with are to replace their human employees, the degree of anthropomorphism becomes irrelevant.Originality/valueThis is the first empirical study to explore how anthropomorphic service robots can influence human employees' evaluations and behaviors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

How does service robot anthropomorphism affect human co-workers?

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References (76)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-5818
DOI
10.1108/josm-03-2022-0090
Publisher site
See Article on Publisher Site

Abstract

Service robots are gradually becoming more anthropomorphic and intelligent. This research aims to investigate how anthropomorphic service robots with different levels of intelligence affect their human counterparts.Design/methodology/approachTwo between-subject experimental studies were used to test whether different levels of service robot anthropomorphism with different levels of intelligence influence employees' morale and resistance to service robots.FindingsStudy 1 shows that the effect of service robot anthropomorphism (low vs. high) on employees' resistance and morale is mediated by perceived job-security threat. Study 2 validates this mediating effect and shows that it is moderated by the type of AI (mechanical vs. analytical). Specifically, when exposed to mechanical AI-powered service robots, employees exhibit a higher perceived job-security threat toward robots with a high (vs. low) degree of anthropomorphism. This moderating effect is not observed when employees are exposed to analytical AI-powered service robots. This moderated mediation effect is also found for the signing of a petition as the behavioral outcome.Practical implicationsService firms considering the adoption of mechanical AI-powered service robots should choose a low (vs. high) anthropomorphic robot to reduce the sense of job-security threat felt by human employees, which subsequently increases their acceptance. However, if analytical AI-powered service robots with are to replace their human employees, the degree of anthropomorphism becomes irrelevant.Originality/valueThis is the first empirical study to explore how anthropomorphic service robots can influence human employees' evaluations and behaviors.

Journal

Journal of Service Management – Emerald Publishing

Published: Jun 27, 2023

Keywords: Anthropomorphism; Service robots; AI type; Perceived job-security threat; Robot resistance; Employee morale

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