Exploring the Impact of Emotional Awareness, Anthropomorphism, Technology Trust and Familiarity on Adoption of AI-Enabled Customer Service

The adoption of AI-enabled customer service has transformed the service industry, enabling efficiency, personalization, and emotionally intelligent interactions. However, the factors influencing customer acceptance of these systems remain underexplored, particularly in relation to emotional awareness, anthropomorphism, and technology trust. This study examines the interplay of these factors in shaping consumer attitudes and behaviors toward AI-driven customer service, drawing on Lazarus’s cognitive-motivation-emotion framework to propose an integrative adoption model. Emotional awareness, defined as the ability of AI systems to detect and respond to human emotions, is posited to enhance customer satisfaction and loyalty by creating empathetic and tailored experiences. Anthropomorphism, the attribution of human-like traits to AI agents, is explored as a mechanism for fostering emotional connections and reducing user resistance. Additionally, the moderating effects of technology trust and familiarity on customer perceptions and adoption intentions are analyzed. The findings contribute to a deeper understanding of how cognitive and emotional processes influence engagement with AI service agents. This research provides practical implications for designing AI systems that not only meet operational demands but also address the emotional and psychological needs of customers, ultimately advancing the development of human-centered AI in customer service contexts.