Based on the Anthropomorphism theory and the Computers Are Social Actors paradigm, this research adopts questionnaire method and explores the relationship between robot anthropomorphism, social presence, social cognition and consumer’ continued using intention. In addition, we select technology anxiety as the moderator to explore its boundary effect

ABSTRACT
INTRODUCTION
THEORETICAL HYPOTHESIS
    ANTHROPOMORPHISM THEORY
    COMPUTERS ARE SOCIAL ACTORS PARADIGM
    ROBOT ANTHROPOMORPHISM AND CONTINUED USING INTENTION
    SOCIAL PRESENCE
    SOCIAL COGNITION
    TECHNOLOGY ANXIETY
METHODOLOGY
    MEASURES FOR STUDY VARIABLES
    QUESTIONNAIRE DEVELOPMENT AND DATA COLLECTION
    DEMOGRAPHIC PROFILES OF THE SAMPLES
RESULTS
    EXPLORATORY FACTOR ANALYSIS
    RELIABILITY ANALYSIS
    CONFIRMATORY FACTOR ANALYSIS
    CORRELATION ANALYSIS
    HYPOTHESIS TEST
DISCUSSION
REFERENCES

• Huimin Gu(School of Tourism Sciences, Beijing International Studies University)
• Xiaoxiao Song(College of Business Administration, Capital University of Economics and Business)