Abstract As one of the latest applications in the era of artificial intelligence, a social robot is playing a more and more important role in our daily life. However, few attempts to date have been made to explore how robot facial appearance, particularly the facial width-to-height ratio (fWHR) and face shape of a robot, influence people's evaluation, such as perceived trustworthiness and purchase intention. Our study conducted a 2 (face shape) ∗ 3 (fWHR) full factorial between-subject experiment to fill this research gap. 240 participants were recruited and randomly assigned to six scenarios in the study. After exposure to the stimuli, perceived trustworthiness and purchase intention were measured accordingly. Results suggested a counterintuitive phenomenon: unlike the effect of fWHR on human trustworthiness evaluation, high fWHR worked as a significant factor to improve robot trustworthiness and purchase intention. However, the effect of face shape and its interaction with fWHR did not significantly improve robot trustworthiness and purchase intention. In addition, the effect of fWHR on purchase intention was mediated by the robot trustworthiness. Theoretical and practical contributions are also discussed in this paper.

中文翻译：

---

信任的面孔：机器人面孔比例对消费者偏好的影响

摘要 作为人工智能时代的最新应用之一，社交机器人在我们的日常生活中扮演着越来越重要的角色。然而，迄今为止，很少有人尝试探索机器人的面部外观，特别是机器人的面部宽高比 (fWHR) 和面部形状如何影响人们的评价，例如感知可信度和购买意愿。我们的研究进行了 2（脸型）* 3（fWHR）全因子受试者间实验来填补这一研究空白。招募了 240 名参与者并随机分配到研究中的六个场景。暴露于刺激后，相应地测量了感知的可信度和购买意愿。结果表明存在违反直觉的现象：与 fWHR 对人类可信度评估的影响不同，高 fWHR 是提高机器人可信度和购买意愿的重要因素。然而，脸型的影响及其与 fWHR 的相互作用并没有显着提高机器人的可信度和购买意愿。此外，fWHR 对购买意愿的影响是由机器人可信度介导的。本文还讨论了理论和实践贡献。