The study explored the dual-path mechanism of human-computer parasocial relationships on consumer attitudes through an experimental approach. Innovatively, ‘assistant’ and ‘friend’ are proposed as the two basic parasocial relationships of human-computer interaction, with the two gender traits of artificial intelligence robots - "male trait" and "female trait" - to stimulate consumers' perceived competence and warmth through interaction, and improve consumer attitudes. Research has found that perceived competence and perceived warmth mediate...
