Anthropomorphism in service robots and consumer acceptance: investigating the relationship via a systematic literature review
Dimitra Papavasileiou, Kleopatra Konstantoulaki, Michail ChristofiPurpose
The purpose of this study is to investigate the effect of social robots anthropomorphism on consumers’ attitudes, acceptance and intention to use social robots.
Design/methodology/approach
A systematic literature review was conducted to a total of 96 articles that were selected from reputable scientific journals according to the Chartered Association of Business Schools (CABS) Journal Guide, published between 2015 and 2025. The TCCM (Theory-Content-Characteristic-Methodology) framework was used for data analysis, while a systematic content analysis was also performed.
Findings
The findings of the application of the TCCM framework highlight the most frequently used theories, research development frameworks, methodologies followed and research outcomes. In addition, it draws attention to the factors that act as moderators and mediators in the relationship between the anthropomorphism of social robots and the attitude, acceptance and intention to use them. Finally, the study concludes with recommendations for further research.
Originality/value
No literature review has examined all related literature on anthropomorphism attitude, acceptance and intention to use social robots.