Robot Helps When Robot Fits: Examining the Role of Baby Robots in Fertility Promotion

Considering China is facing a precipitous decline in its population, there is an emerging trend of developing baby robots to encourage people’s willingness to become “parents”. Based on the decomposed theory of planned behavior and the theory of uncanny valley, this study empirically investigated whether a baby robot could perform as a prominent antecedent of fertility intention in China, and how this relates to its visual appearance. Consistent with prior research, the current study used a between-subjects design to show (1) a baby robot could significantly improve people’s fertility attitude through temporal visual stimulation; (2) fertility attitude, subjective norms from peers, and perceived behavioral control of finance could significantly contribute to fertility intention. Theoretical contributions and implications are discussed in this study.