Perceived Ability or Identity Threat? How Service Robot Image and Anthropomorphism Shape Consumers' Usage Intention

ABSTRACT With the rapid development of artificial intelligence (AI) technologies, AI‐powered products have been widely adopted in the market. Against the background of the rapid development of artificial intelligence, the anthropomorphic design and role positioning of service robots have become critical to consumer acceptance. Drawing on anthropomorphism theory and the uncanny valley theory, this research conducts two progressive between‐subjects experiments (total valid N = 635) to investigate how robot image (assistant vs. substitute) and anthropomorphism level (high vs. low) jointly influence consumers' usage intention. Study 1 uses a 2 × 2 between‐subjects design to test the interaction effect and mediating mechanisms. Study 2 replicates the findings and examines the moderating role of power sense. The results show a significant interaction effect: for the assistant image, high anthropomorphism enhances usage intention by increasing perceived ability; for the substitute image, high anthropomorphism reduces usage intention by triggering perceived identity threat. In addition, power sense significantly moderates the substitute path, such that consumers with high power sense perceive weaker identity threat. These findings uncover the double‐edged sword effect of anthropomorphism and provide practical implications for robot design and marketing.