Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships

ZHONG Dingjing WU Feng QIU Rui

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Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (2) : 49-71.

Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships

  • ZHONG Dingjing WU Feng QIU Rui
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Abstract

The rapid development of artificial intelligence technology has led to significant advancements in human-computer interaction. However, the resulting confusion regarding self- identity and the emerging crisis of human-computer trust warrant closer attention in theoretical research. The emergence of AI anchors has not only driven profound changes in the intelligence transformation of the online live-streaming industry but also presents significant opportunities and challenges for reshaping media trust and constructing new forms of human-computer trust relationship. This study employs social trust theory as the foundation and media equation theory as the research perspective. Utilizing survey data and structural equation modeling, it examines the mediality of AI anchors and reveals the path and mechanisms of human-computer trust construction under the iterative development of artificial intelligence technology. The study found that anthropomorphic and intelligent mediality presentations directly impact the formation of human-computer trust in AI anchors; mediality also indirectly affects the human- computer trust relationship through the mediator variable of perceived value; technology self- efficacy plays a moderating role in the relationship between mediality and the trust formation, and individuals with higher levels of technology self-efficacy being more likely to develop trust in AI anchors during interactions. The innovative ideas put forward in the study can promote the construction of a new human-computer relationship with the core concept of “intelligence for good, technology for humans”, and thus improve the social trust system in the context of new technologies.

Key words

AI anchors / mediality / perceived value / human-computer trust / media equation

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ZHONG Dingjing WU Feng QIU Rui. Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships. Chinese Journal of Journalism & Communication. 2025, 47(2): 49-71

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