Robots have been widely used in social production, especially in the service industry. As their use continues to spread, their anthropomorphic design, which increases a robot’s efficiency and effectiveness in terms of human–robot interaction, becomes increasingly important. Based on grounded theory, this study encodes one-to-one in-depth interview data, and constructs a theoretical model of service robots’ anthropomorphism. The results show that service robots’ anthropomorphism comprises four dimensions: mission completion (core), user sensory experience (external manifestation), artificial intelligence (guarantee), and unique human characteristics (promotion). Meanwhile, a linkage between the dimensions and factors is proposed. This study thus systematically elucidates service robots’ anthropomorphism. The findings provide some implications for practitioners to design anthropomorphic robots and develop tools for evaluating anthropomorphism, corresponding factors and potential influences.

机器人已广泛应用于社会生产，尤其是服务业。随着它们的使用不断普及，它们的拟人化设计（提高机器人在人机交互方面的效率和有效性）变得越来越重要。本研究基于扎根理论，对一对一深度访谈数据进行编码，构建服务机器人拟人化理论模型。结果表明，服务机器人的拟人化包括四个维度：任务完成（核心）、用户感官体验（外在表现）、人工智能（保证）和独特的人类特征（提升）。同时，提出了维度和因素之间的联系。因此，本研究系统地阐明了服务机器人的拟人化。