Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)

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

Authors
Yixiao Hu1, *
1Business School, Shandong Normal University, Jinan, Shandong, China
*Corresponding author. Email: 2373774356@qq.com
Corresponding Author
Yixiao Hu
Available Online 15 April 2025.
DOI
10.2991/978-94-6463-676-5_66How to use a DOI?
Keywords
Artificial intelligence; Anthropomorphism; Warmth; Product type; intention to use
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
15 April 2025
ISBN
978-94-6463-676-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-676-5_66How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yixiao Hu
PY  - 2025
DA  - 2025/04/15
TI  - The Effect of Artificial Intelligence Agent Anthropomorphism and Product Type on Consumer Intention to Use
BT  - Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)
PB  - Atlantis Press
SP  - 684
EP  - 691
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-676-5_66
DO  - 10.2991/978-94-6463-676-5_66
ID  - Hu2025
ER  -