关键词: 服务机器人, 社会存在感, 炫耀性消费, 自我关注程度, 人工智能个性化

Abstract: In recent years, service robots have become one of the important means for more and more businesses to improve quality and efficiency, which has attracted widespread attention in academia. In the conspicuous consumption scenario, this paper reveals that compared with human servers, consumers are less likely to make conspicuous consumption when facing service robots. This happens because consumers pay more attention to their inner-self in face of robots, rather than to their social image in public. The degree of robot artificial intelligence (AI) personalization will moderate this effect. When robots are intelligent enough to provide personalized recommendation, consumers pay more attention to themselves and make less conspicuous consumption. This paper provides a theoretical guidance for whether and how to adopt service robots in business practice, and also enriches the research results in the field of AI service.

Key words: service robot；social presence , ；conspicuous consuption；self-focused attention；AI Personalization