Research on the Mechanisms of How Service Robots' Gaze Influences Customer Favor

Abstract

Abstract: Eye contact is a key capability that robot develops in its evolution from a machine to a human-like agent. This study, through four experiments, demonstrates that service robots' direct gaze, as opposed to averted gaze, notably increases customer favor. This is because direct gaze is better able to impress customers with robot's warmth and competence. The research also indicates that in utilitarian scenarios, the perceived competence of the robot has a more pronounced influence on customer favor, whereas in hedonic scenarios, perceived warmth assumes greater significance. Additionally, this research examines the relationship between the degree of robots' anthropomorphic appearance and its effects, revealing that higher anthropomorphism may reduce the positive impact of direct gaze on customer favor. These insights not only advance the understanding of robot gaze behavior and its influence on customer interaction but also provide practical guidance for businesses in deploying service robots and designing service strategies.

Key words: service robots, gaze behavior, stereotype content model, customer favor, anthropomorphism

Ye Yong, Tang Xiaofei, Zhang Huiqin, Peng Haoyu. Research on the Mechanisms of How Service Robots' Gaze Influences Customer Favor[J]. Management Review, 2026, 38(5): 129-140.

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