How anthropomorphic features in service robots foster co-creation and wellbeing among Gen Z consumers?

摘要

Purpose This study aims to investigate the influence of service robot anthropomorphic factors on trust and emotion, which subsequently affect consumer outcomes such as value co-creation and consumer wellbeing. Design/methodology/approach The authors gathered empirical data of 282 Gen Z visitors at a library where a service robot concierge was actively deployed. Structural equation modelling was used to examine the hypothesised relationships. Findings The findings reveal the significant positive effects of social capability and warmth on trust and emotion. In addition, the mediating roles of trust and emotion and the moderating effects of interest in new technology and frequency of visit are established. Practical implications The findings suggest that companies should prioritise cultivating trust and emotional connections to enhance consumer experiences with service robots. Originality/value To the best of the authors’ knowledge, this research is the first to investigate the antecedents of both co-creation and consumer wellbeing in an actual fieldwork setting.