Making Robots Relatable: The Role of Self-Efficacy in AI Adoption

This study investigates how anthropomorphic perceptions of AI service robots influence consumer adoption choice, emphasizing the mediating role of technology attachment and the moderating role of robot use self-efficacy. Data were collected from 380 U.S. participants via an online survey panel. Participants evaluated anthropomorphism, robot use self-efficacy, technology attachment, likelihood of AI usage, and decisions about AI behavioral adoption choice. Using a moderated mediation model, the findings reveal that anthropomorphism increases the likelihood of AI usage and AI behavioral adoption choice both directly and indirectly through technology attachment. The indirect effect depends on self-efficacy—when consumers report higher robot use self-efficacy, anthropomorphism strongly predicts technology attachment, which enhances AI usage likelihood and AI behavioral adoption choice; at low self-efficacy, this relationship weakens. These results extend Computers Are Social Actors (CASA) paradigm and self-efficacy theory by illustrating the psychological mechanisms underlying consumer responses to AI in services. Practically, anthropomorphic AI design should be paired with efforts to enhance user self-efficacy, such as tutorials, guided trials, and support. Overall, this research integrates anthropomorphism, attachment, and self-efficacy into a unified framework explaining consumer adoption of AI service robots, contributing both theoretical depth and actionable managerial insights.