The Effect of Artificial Intelligence Agent Anthropomorphism and Product Type on Consumer Intention to Use

Yixiao Hu ()
Additional contact information
Yixiao Hu: Shandong Normal University, Business School

A chapter in Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024), 2025, pp 684-691 from Springer

Abstract: Abstract As artificial intelligence increasingly integrates into daily life, providing services across various applications, the question of whether the anthropomorphism of AI positively influences consumer willingness to use these technologies remains a topic of debate among scholars. To address this, we employ the widely utilized stereotype content model from social psychology to investigate the impact of different levels of AI anthropomorphism (high vs. low) on consumer willingness to use AI agents across different product types (hedonic vs. utilitarian). This study utilizes an experimental method, conducting a pilot study followed by two formal experiments within a simulated online shopping context. The results indicate that consumers have a greater intention to use AI agents with high levels of anthropomorphism, with this effect being mediated by perceived warmth and moderated by product type. Specifically, for hedonic products, high anthropomorphism significantly enhances consumer willingness compared to low anthropomorphism AI agents.

Keywords: Artificial intelligence; Anthropomorphism; Warmth; Product type; intention to use (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-676-5_66

Ordering information: This item can be ordered from
http://www.springer.com/9789464636765

DOI: 10.2991/978-94-6463-676-5_66

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().