The Impact of AI Service Agents' Social Roles on Consumer Continuance Usage Intention

H1:When interacting with intelligent customer service, compared with "housekeeper"-type intelligent customer service agents, consumers are more inclined to continuously use "partner"-type intelligent customer service agents. H2: Different role types of intelligent customer service agents affect consumers' continuance intention through psychological perceptions. H2a: Housekeeper-type intelligent customer service agents (vs. partner-type) affect consumers' continuance intention through the perception of competence. H2b: Partner-type intelligent customer service agents (vs. housekeeper-type) affect consumers' continuance intention through the perception of warmth. H3: The consumption context has a moderating effect on the influence process of the social roles of intelligent customer service agents on psychological perceptions and continuance intention. H3a: In material-type consumption contexts, housekeeper-type (vs. partner-type) intelligent customer service agents make consumers have more perception of competence, thereby enhancing their continuance intention. H3b: In experiential-type consumption contexts, partner-type (vs. housekeeper-type) intelligent customer service agents make consumers have more perception of warmth, thereby enhancing their continuance intention.