Papers
3
Total Citations
185
H-Index
2
About
Li Cheng’s research sits at the dynamic intersection of human-robot interaction, consumer psychology, and service marketing, with a sharp focus on how people perceive and respond to service robots. Her most influential work, “The Effects of Perceived Identity Threat and Realistic Threat on the Negative Attitudes and Usage Intentions Toward Hotel Service Robots” (110 citations), reveals that consumer resistance to robots is often driven by perceived threats to human uniqueness and job security, and that a robot’s anthropomorphic design can either mitigate or amplify these reactions. Building on this, her second highly cited paper (74 citations) demonstrates that highly anthropomorphic service robots can paradoxically lead to harsher blame and less forgiveness after a service failure, depending on consumers’ relationship norms and involvement. Her latest work (2025) extends this line of inquiry into financial services, showing that consumers with low self-control or a communal orientation actually prefer human advisors over robo-advisors. Collectively, Cheng’s research provides critical, evidence-based guidance for designing and deploying service robots across hospitality, retail, and finance, making her a leading voice in understanding the psychological barriers to robotic service adoption.
Research Focus
Key Achievements
Top Papers
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