表題番号：2025C-081 日付：2026/03/26
研究課題Country differences in consumer preferences for anthropomorphic AI products
研究者所属（当時） 資格 氏名
（代表者） 商学学術院 商学部 准教授 フランク　ビョーン
研究成果概要
  Artificial intelligence (AI) products are increasingly embedded in everyday consumption, ranging from digital assistants to smart devices and service robots. As these technologies expand globally, understanding how consumers respond to AI design features across cultural contexts has become essential for effective product development and international marketing. This research project addressed the growing need to integrate insights on AI-specific adoption motives with knowledge about anthropomorphic design and cultural variation in consumer behavior.
  Anthropomorphic AI products, defined as technologies that display humanlike characteristics such as voice, appearance, or social interaction capabilities, have been shown to shape how consumers evaluate and adopt AI solutions. At the same time, AI adoption is driven by both general technology acceptance factors and AI-specific motivations, including perceived privacy benefits, social connection opportunities, and concerns related to privacy or potential harm. Cultural differences further influence how these motives are interpreted and weighted, particularly in countries with varying levels of uncertainty avoidance, where tolerance for ambiguity and perceived risk differs.
  This research expanded the literature by examining how anthropomorphic design features interact with AI-specific adoption motives and how these interactions vary across countries with different cultural orientations. Survey data were collected from consumers in multiple countries and experimental methods were applied to establish causal relationships between anthropomorphic design, AI adoption motives, and cultural context. The project demonstrated the importance of integrating psychological, cultural, and design-related perspectives to better understand global consumer responses to AI products.
  The findings highlight the need for culturally sensitive AI design strategies and reinforce the importance of aligning anthropomorphic features with local consumer expectations and motivations. By clarifying how culture shapes the effectiveness of humanlike AI design and AI-specific adoption drivers, this research contributes to a more comprehensive understanding of global AI adoption dynamics.
  Overall, the project provides a structured framework for designing and marketing AI products across countries, offering actionable guidance for businesses, designers, and policymakers seeking to promote responsible and widely accepted AI technologies. The research underscores the importance of culturally informed anthropomorphic AI design in supporting the global diffusion and acceptance of intelligent technologies.