Integrating both the Computers-Are-Social-Actors Theory and Social Exchange Theory, this study investigates human-robot interactions in a frontline service setting. Data was collected via an intercept survey of 282 Gen Z visitors at a polytechnic library in Singapore. The data was analyzed using structural equation modelling with partial least squares. The results demonstrate the significant positive effects of robot anthropomorphism attributes, namely perceived warmth, perceived coolness, appearance, social capability, and personalized service on perceived trust as well as the significant positive effects of perceived coolness and social capability on positive emotion. Both trust and emotion affected consumer co-creation while only emotion impacted consumer wellbeing. The results add to the service robot literature and offer practical guidance for service managers to leverage trust in designing and personalizing inclusive service experiences for successful human-robot interactions.

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