Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context

Abstract

The current understanding of anthropomorphic AI service robots (AISR) remains mostly fragmented in literature. Based on related research and CASA framework, this research aims to combine the fragmented insights of AISR literature by taking holistic view of anthropomorphic characteristics of AISR and its impact on customer engagement and intention to use subsequently. Results are based on two cross-cultural studies, the individualistic culture of Canada (n = 318) and the collectivist culture of India (n = 347). The outcomes reveal positive associations between anthropomorphic characteristics of AISR and customer engagement, which further affects intention to use. Empathy significantly moderates the relationship between anthropomorphic characteristics of AISR and customer engagement. The cross-cultural nature of this study lays the foundation for design and development of anthropomorphic AISR in different service context.