Domestic Social Robots as Companions or Assistants? The Effects of the Robot Positioning on the Consumer Purchase Intentions*

Abstract

This study explores the effects of the positioning strategy of domestic social robots on the purchase intention of consumers. Specifically, the authors investigate the effects of robot positioning as companions with as assistants and as appliances. The study results showed that the participants preferred the domestic social robots positioned as assistants rather than as companions. Moreover, for male participants, the positioning of domestic social robots as appliances was also preferred over robots positioned as companions. The study results also showed that the effects of positioning on the purchase intention were mediated by the participants’ perception of usefulness regarding the robot.