Peer or tutor? The congruity effects of service robot role and service type on usage intention

The invention of service robots has reduced the labor cost and improved enterprises' efficiency and service quality. However, it is still difficult to enhance consumers' intention to use robot-by-robot design efficiently. Based on social roles of anthropomorphic cues, service robots can be divided into peer (e.g., kind and amiable friends) or tutor (e.g., authoritative and professional experts) robots. From a matching perspective, this paper investigates (1) whether robot role and service type have an impact on consumers' intention to employ service robots in different ways, and (2) how cognitive trust and affective trust can play a mediating role during this process. In this paper, the authors conducted an online a scenario-based experiment and collected a valid sample of 332 consumers. The results show that the participants are more willing to apply the tutor robot in the scenario of utilitarian service, and the peer robot in the scenario of hedonic service. In addition, cognitive trust and affective trust have a matching mediation effect. Specifically, for the utilitarian service, cognitive trust mediates the effect of robot role on consumers' intention to adopt the robots, while the mediating effect of affective trust is not significant. As for the hedonic service, affective trust mediated the effect of robot role on the intention to use, whereas the mediating effect of cognitive trust is not significant.