{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,6]],"date-time":"2026-08-06T04:31:50Z","timestamp":1785990710659,"version":"3.56.0"},"reference-count":72,"publisher":"Emerald","issue":"12","license":[{"start":{"date-parts":[[2021,8,31]],"date-time":"2021-08-31T00:00:00Z","timestamp":1630368000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2021,11,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>With the continuous improvement of artificial intelligence (AI) technology, intelligent personal assistants (IPAs) based on AI have seen unprecedented growth. The present study investigates the effect of anthropomorphism on cognitive and emotional trust and the role of interpersonal attraction in the relationship between anthropomorphism and trust.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A structural equation modeling technique with a sample of 263 consumers was used to analyze the data and test the conceptual model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings illustrate that the anthropomorphism of IPAs did not directly induce trust. Anthropomorphism led users to assign greater social attraction and task attraction to IPAs, which in turn reinforced cognitive or emotional trust in these assistants. Compared with task attraction, social attraction was more powerful in strengthening both cognitive trust and emotional trust. The present study broadens the current knowledge about interpersonal attraction and its role in AI usage by examining two types of interpersonal attraction of IPAs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>As trust plays an important role in the rapid development of human\u2013computer interaction, it is imperative to understand how consumers perceive these intelligent agents and build or improve trust. Prior studies focused on the impact of anthropomorphism on overall trust in AI, and its underlying mechanism was underexplored. The findings can help marketers and designers better understand how to enhance users' trust in their anthropomorphic products, especially by increasing social interactive elements or promoting communication.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-12-2020-0761","type":"journal-article","created":{"date-parts":[[2021,8,27]],"date-time":"2021-08-27T15:53:26Z","timestamp":1630079606000},"page":"2722-2737","source":"Crossref","is-referenced-by-count":122,"title":["How anthropomorphism affects trust in intelligent personal assistants"],"prefix":"10.1108","volume":"121","author":[{"given":"Qian Qian","family":"Chen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9989-9201","authenticated-orcid":false,"given":"Hyun Jung","family":"Park","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2021,8,31]]},"reference":[{"issue":"3","key":"key2021111212440615600_ref001","doi-asserted-by":"crossref","first-page":"192","DOI":"10.1038\/nn0302-192","article-title":"Trust in the brain","volume":"5","year":"2002","journal-title":"Nature Neuroscience"},{"issue":"3","key":"key2021111212440615600_ref002","doi-asserted-by":"crossref","first-page":"409","DOI":"10.1080\/10510974.2020.1725082","article-title":"A bot and a smile: interpersonal impressions of chatbots and humans using emoji in computer-mediated communication","volume":"71","year":"2020","journal-title":"Communication Studies"},{"issue":"06","key":"key2021111212440615600_ref003","doi-asserted-by":"crossref","first-page":"145","DOI":"10.4236\/jss.2016.46016","article-title":"Exploration of verbal aggressiveness and interpersonal attraction through social network analysis: using university physical education class as an illustration","volume":"4","year":"2016","journal-title":"Open Journal of Social Sciences"},{"key":"key2021111212440615600_ref004","doi-asserted-by":"crossref","first-page":"1010","DOI":"10.1111\/isj.12243","article-title":"Mitigating the intrusive effects of smart home assistants by using anthropomorphic design features: a multimethod investigation","volume":"30","year":"2020","journal-title":"Information Systems Journal"},{"issue":"2","key":"key2021111212440615600_ref005","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1145\/1067860.1067867","article-title":"Establishing and maintaining long-term human-computer relationships","volume":"12","year":"2005","journal-title":"ACM Transactions on Computer-Human Interaction (TOCHI)"},{"issue":"4","key":"key2021111212440615600_ref006","first-page":"1","article-title":"Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI","volume":"49","year":"2021","journal-title":"Journal of the Academy of Marketing Science"},{"key":"key2021111212440615600_ref007","first-page":"106561","article-title":"The effect of social-cognitive recovery strategies on likability, capability and trust in social robots","volume":"114","year":"2020","journal-title":"Computers in Human Behavior"},{"key":"key2021111212440615600_ref008","first-page":"187","article-title":"Anthropomorphism of intelligent personal assistants (IPAs): antecedents and consequences","year":"2019","journal-title":"PACIS"},{"issue":"4","key":"key2021111212440615600_ref009","doi-asserted-by":"crossref","first-page":"369","DOI":"10.1109\/THMS.2018.2812618","article-title":"Evaluation of artificial mouths in social robots","volume":"48","year":"2018","journal-title":"IEEE Transactions on Human-Machine Systems"},{"key":"key2021111212440615600_ref010","doi-asserted-by":"crossref","first-page":"315","DOI":"10.1016\/j.chb.2018.08.048","article-title":"Should AI-Based, conversational digital assistants employ social-or task-oriented interaction style? 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