The more human-like the better? Effect of anthropomorphic level on customer intention to participate in AI service recovery

IF 12.5 1区社会学 Q1 SOCIAL ISSUES

Technology in Society Pub Date : 2025-09-18 DOI:10.1016/j.techsoc.2025.103065

Mengmeng Song , Wenjing Jiang , Xinyu Xing , Jian Mou , Yucong Duan

引用次数: 0

Abstract

The increasing application of artificial intelligence (AI) technology in the service industry has required more studies on service failures caused by intelligent customer service and its repair. In this study, the influence of anthropomorphism on customers’ intention to participate in service recovery cooperation is examined by effectively controlling the appearance, expression, and language style of intelligent customer service anthropomorphism. Through three experiments, the role of the intelligent customer service anthropomorphic level on customers intention to participate in service recovery cooperation is revealed, as well as two mediating pathways (shifting emotion and aversion) and the boundary (time pressure) of the anthropomorphic level. These findings contribute toward the understanding of AI-assisted services, and they provide insights into the application of anthropomorphic design in the service industry.

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越像人类越好？拟人化程度对客户参与AI服务恢复意愿的影响

随着人工智能（AI）技术在服务业中的应用越来越广泛，需要对智能客服导致的服务故障及其修复进行更多的研究。本研究通过有效控制智能客服拟人化的外观、表达和语言风格，考察拟人化对顾客参与服务修复合作意愿的影响。通过三个实验，揭示了智能客服拟人化水平对顾客参与服务修复合作意愿的作用，以及拟人化水平的两条中介路径（转移情绪和厌恶）和边界（时间压力）。这些发现有助于理解人工智能辅助服务，并为拟人设计在服务行业的应用提供见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Technology in Society Multiple-

CiteScore

17.90

自引率

14.10%

发文量

316

审稿时长

60 days

期刊介绍： Technology in Society is a global journal dedicated to fostering discourse at the crossroads of technological change and the social, economic, business, and philosophical transformation of our world. The journal aims to provide scholarly contributions that empower decision-makers to thoughtfully and intentionally navigate the decisions shaping this dynamic landscape. A common thread across these fields is the role of technology in society, influencing economic, political, and cultural dynamics. Scholarly work in Technology in Society delves into the social forces shaping technological decisions and the societal choices regarding technology use. This encompasses scholarly and theoretical approaches (history and philosophy of science and technology, technology forecasting, economic growth, and policy, ethics), applied approaches (business innovation, technology management, legal and engineering), and developmental perspectives (technology transfer, technology assessment, and economic development). Detailed information about the journal's aims and scope on specific topics can be found in Technology in Society Briefings, accessible via our Special Issues and Article Collections.