Perceived anthropomorphism of AI and belongingness need: the sequential roles of liking and perceived emotional support

Abstract

Introduction This study examines how perceived anthropomorphism of artificial intelligence (AI) is associated with users’ belongingness need through liking of AI and perceived emotional support. Drawing on the three-factor theory of anthropomorphism, the Computers as Social Actors paradigm, social support theory, and the social surrogate hypothesis, we propose that users’ human-like perceptions of AI are linked to belongingness-related motivation through a sequential socioemotional process. Methods Survey data were collected from 473 college students with prior experience using AI tools or conversational AI assistants. Participants completed measures of perceived anthropomorphism of AI, liking of AI, perceived emotional support, and belongingness need. Results Confirmatory factor analysis showed that the hypothesized four-factor model fit the data better than alternative models, providing preliminary evidence for the empirical distinctiveness of the focal constructs. Liking of AI and perceived emotional support each served as significant mediators in this association. In addition, the sequential indirect path from perceived anthropomorphism to liking of AI, perceived emotional support, and belongingness need was significant. Discussion These findings suggest that anthropomorphic perceptions of AI are related to users’ belongingness-related motivation through layered affective and socioemotional processes. The study contributes to human–AI interaction research by distinguishing liking of AI from perceived emotional support and by clarifying how anthropomorphic AI perceptions are associated with users’ social–emotional experiences. The findings should be interpreted within the limits of the cross-sectional design and the outcome measure: belongingness need reflects users’ desire for acceptance and connection rather than actual belongingness satisfaction.