ObjectiveTo compare optical motion capture system (MoCap), attitude and heading reference system (AHRS) sensor, and Microsoft Kinect for the continuous measurement of cervical range of motion (ROM).MethodsFifteen healthy adult subjects were asked to sit in front of the Kinect camera with optical markers and AHRS sensors attached to the body in a room equipped with optical motion capture camera. Subjects were instructed to independently perform axial rotation followed by flexion/extension and lateral bending. Each movement was repeated 5 times while being measured simultaneously with 3 devices. Using the MoCap system as the gold standard, the validity of AHRS and Kinect for measurement of cervical ROM was assessed by calculating correlation coefficient and Bland–Altman plot with 95% limits of agreement (LoA).ResultsMoCap and ARHS showed fair agreement (95% LoA<10°), while MoCap and Kinect showed less favorable agreement (95% LoA>10°) for measuring ROM in all directions. Intraclass correlation coefficient (ICC) values between MoCap and AHRS in –40° to 40° range were excellent for flexion/extension and lateral bending (ICC>0.9). ICC values were also fair for axial rotation (ICC>0.8). ICC values between MoCap and Kinect system in –40° to 40° range were fair for all motions.ConclusionOur study showed feasibility of using AHRS to measure cervical ROM during continuous motion with an acceptable range of error. AHRS and Kinect system can also be used for continuous monitoring of flexion/extension and lateral bending in ordinary range.

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Purpose This paper aims to examine the relationships between anthropomorphic cues (i.e. degrees of the humanized profile picture and naming) in artificial intelligence (AI) chatbots and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation. Design/methodology/approach An online experiment with a 2 (humanized profile pictures: low [semihumanoid] vs high [full-humanoid]) × 2 (naming: Mary vs virtual assistant) × 2 (business types: utilitarian-centered business [bank] vs hedonic-centered business [café]) between-subjects design (N = 520 Mturk samples) was used. Findings The results of this study show significant main effects of anthropomorphic cues (i.e. degrees of profile picture and naming) in AI chatbots and three-way interactions among humanized profile pictures, naming and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot, intentions to use the AI chatbot app and intentions to accept the AI chatbot’s recommendation. This indicates that the high level of anthropomorphism generates more positive attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation in the hedonic-centered business condition. Moreover, the mediated role of parasocial interaction occurs in this relationship. Originality/value This study is the original endeavor to examine the moderating role of business types influencing the effect of anthropomorphism on consumers’ responses, while existing literature overweighted the value of anthropomorphism in AI chatbots without considering the variation of businesses.

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