AI technology has been increasingly integrated into a wider range of industries – from small-sized home appliances robots to service robots in the hospitality or education sectors. Subsequently, researchers are increasingly interested in understanding how consumers respond to AI robots. Adding to such stream of studies, this research delves into how consumer responses differ depending on the characteristics of AI robots, specifically, the degree of appearance resemblance to a real-life object and the benefit type that the robot is designed to provide. Particularly, this research focuses on the role of perceived fit in shaping consumers’ intention to adopt AI robots as the underlying mechanism.

• Kyusung Hwang(National Taiwan University of Science and Technology, Taiwan (ROC))
• Dongyoup Kim(Gachon University, Republic of Korea)
• Eunkyung Lee(Xi’an Jiaotong-Liverpool University, China)
• Yeosun Yoon(KAIST College of Business, Republic of Korea)