A mixed blessing? Explaining the double-edged effects of perceived anthropomorphism on users’ continuance intention to use autonomous taxis

Against the backdrop of the accelerating global commercialization of autonomous driving, users’ continuance intention has become a critical determinant of whether enterprises can achieve sustainable development. However, both practitioners and researchers concerned with the social and ethical risks of artificial intelligence (AI) systems have often overlooked the profound influence of anthropomorphic design, privacy concerns, and psychological factors in shaping human–computer interaction. Focusing on the emerging mobility solution of autonomous taxis, this study empirically examines the double-edged effect of perceived anthropomorphism on users’ continuance intention based on 780 valid survey responses, using Mplus 8.3 and SPSS 27.0 to conduct hierarchical multiple regression analysis and bootstrapping. The results demonstrate that perceived anthropomorphism exerts both facilitating and inhibiting effects. On the one hand, it strengthens continuance intention by enhancing user trust; on the other hand, it undermines continuance intention by heightening user anxiety. Furthermore, privacy concerns significantly moderate the relationships between perceived anthropomorphism, trust, and anxiety, thereby influencing continuance intention. Collectively, this study not only identifies and clarifies the double-edged effect of perceived anthropomorphism in the autonomous driving context but also extends the theoretical boundaries of anthropomorphism research, providing theoretical grounding and practical guidance for balancing anthropomorphic design and privacy governance in autonomous taxi services.