Customer’s Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion

The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Owing to this unstoppable advance, there is a need to better understand customers’ perceptions and reactions toward humanoid agents in service encounters. To shed some light on this underexplored phenomenon, this research investigates how the interaction between robot and customer’s features may contribute to a successful introduction of this disruptive innovation. Results of an empirical study with a sample of 168 US customers reveal that customer’s perceptions of robot’s human-likeness increase the intentions to use humanoid service robots. Interestingly, customers’ risk aversion moderates this relationship. Specifically, the study found that highly risk-averse customers tend to avoid using humanoids when they are perceived as highly mechanical-like. The discussion highlights the main contributions of the research, which combine previous knowledge on human–robot interaction and risk aversion from a marketing approach. Managerial implications derived from the research findings and the avenues opened for further research are described at the end

How Do Customers Respond to Robotic Service? A Scenario-Based Study from the Perspective of Uncertainty Reduction Theory

Confronted with an increasing popularization and advancement of applying artificial intelligence in robotic technology, practitioners in the service sector have been increasingly deploying service robots in their operations. Motivated by a paucity of knowledge on how consumers would respond to the robotic service, this study establishes on the uncertainty reduction theory to advance a research model that seeks to unveil how both customer trait and service characteristic affect customers\u27 revisit intention to robotic service via perceived risk. Based on a scenario-based experiment with 190 responses in the hotel reception service context, our results reveal that perceived risk partially mediates the relationship between personal innovativeness and service revisit intention, so does between service heterogeneity and revisit intention. Furthermore, the service context, i.e., whether the prior service experience satisfies the customer, can moderate the relationship between personal innovativeness (service heterogeneity) and perceived risk. This study also draws related theoretical and practical implications

DOES COVID-19 DRIVE ROBOT ACCEPTANCE? AN EXPLORATORY STUDY OF SERVICE ROBOT IN HOSPITALITY

Purpose – The purpose of this study is to explore the acceptance of robots as social distancing agents and to understand how guests may respond to the application of service robots in a hospitality setting as a way to achieve a zero-COVID-19 travel experience. This study contributes to the current knowledge in the area of service robot application by providing a better insight of, and guests response to, service robot operation in hotels. Design/Methodology/Approach – To obtain information from participants, the semi-structured interview method was used. articipants were hotel guests who had stayed in hotels where robots performed human tasks. Data were analysed using thematic analysis. Findings – The findings suggest that robots are perceived as effective social distancing agents even though the participants experienced instances of robot incompetency during their stay at a hotel with robotics-based services. Participants also believe that with improved smart robot services, hotels can resume operations and guests can stay in hotels during the pandemic period without unnecessary worries. Originality – In light of the findings, some future research directions are suggested for researchers to further understand and explore the wider application of robotics in social distancing

What Makes a (Ro)bot Smart? Examining the Antecedents of Perceived Intelligence in the Context of Using Physical Robots, Software Robots, and Chatbots at Work

In recent years, the acceptance and use of intelligent robots and other kinds of intelligent systems have begun to gain more and more attention also in information systems research. Here, many studies have found the perceived intelligence of robots to act as one critical antecedent for their acceptance and use, but few studies have focused on the antecedents of perceived intelligence itself. In this study, we aimed to address this gap in prior research by examining the effects of individual intelligence dimensions on the overall intelligence perception of robots in the work context. In addition, we also examined the potential differences in these effects as well as in the individual intelligence dimensions and overall intelligence perception themselves between three common types of robots: physical robots, software robots, and chatbots. These examinations were based on online survey data from 1,080 present or prior users of robots at work. In summary, we found that adaptability, personality, autonomy, and multifunctionality act as the most influential antecedents of perceived intelligence in the case of all three types of robots. In addition, we also found that software robots and chatbots perform better than physical robots in most individual intelligence dimensions and in overall intelligence perception

Tourists’ perceptions regarding the use of anthropomorphic robots in tourism and hospitality

Purpose Amidst the COVID-19 outbreak, service organizations rushed to deploy robots to serve people in quarantine, again igniting the ongoing dispute regarding robots in tourism. This study aims to investigate tourists’ perceptions regarding the use of robots and, more specifically, anthropomorphic robots in the tourism domain. Design/methodology/approach A qualitative inquiry was used to delve deep into the issue of tourists’ perceptions regarding the usage of anthropomorphic robots in tourism, with a total number of 78 interviews with tourists being retained in the study. Findings The findings reveal that tourists favor the use of anthropomorphic robots over any other type of robot. The use of anthropomorphic robots in tourism may result in an overall enhanced experiential value. Even so, informants also expressed frustration, sadness and disappointment vis-à-vis the use of robots in a human-driven industry. Research limitations/implications A conceptual continuum of tourists’ perceptions and concerns over the use of robots is presented that can guide future studies. Tourism stakeholders may look at the possibility of incorporating carefully designed anthropomorphic robots in key service positions, but should not give the impression that robots are replacing the human face of the organization. Practical implications Tourism stakeholders may look at the possibility of incorporating carefully designed anthropomorphic robots in key service positions, but should not give the impression that robots are replacing the human face of the organization. Originality/value Tourism organizations that make use of robots run the risk of being perceived as nonanthropocentric. This leads to the conclusion that anthropomorphism could be used but should not replace the sector’s anthropocentrism. The study conveys tourists’ concerns over technological (robot) determinism

Instrument Development for R-Service Quality: A Literature Review

Motivated by a paucity of knowledge on the measurement of robotic service (r-service) quality, the current study strives to review the existing literature on r-service quality, with a focus on the potential methodological issues of developing measurement instruments and identifying the dimensionality of r-service quality. With a content analysis of 55 articles, this study identifies several methodological limitations of existing studies in developing measurement scales of r-service quality. This review reveals that dimensions of r-service quality are prone to be contingent on specific con-texts of service industry and service type. Several common dimensions regarding evaluating r-service are identified, including tangibility, responsiveness, reliability, empathy, assurance, ease of use/usability, usefulness, anthropomorphism, perceived intelligence, and social presence. This study is the first systematic literature review on r-service quality dimensionality

Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact [email protected]'The usage of robot waiters in the hospitality industry is growing, thus increasing the number of human–robot interactions in frontline services. Focusing on robot waiters in restaurants, this study aims to propose the social cognition (SC)–psychological ownership (PO)–customer responses (CR) model, while examining the association between SC, PO, robot anthropomorphism and CR

What facilitates consumers accepting service robots? A conceptual framework

Confronting with an increasing number of robots swarming into service industries to replace human personnel, studies regarding what drives consumers to use service robots leave to be, unfortunately, still fragmented. Motivated by this, based on a content analysis of the existing studies, this paper establishes a conceptual framework to comprehend the current literature for in-depth understanding concerning customer attitude and their intention to use service robots. Drawing upon a triangulation of perspectives on end-user (i.e., technology user, consumer, and network member) in adoption research, this framework adopts technology acceptance theories, service quality, and expectancy-value theory to set up the skeleton. Furthermore, the antecedents impacting customer acceptance of service robots are subdivided into robot-design, consumer-oriented, relational components, as well as exogenous factors. This paper not only elaborates on the present situation of service robot acceptance research but also promotes it by developing a comprehensive framework regarding the effect factors

The effectiveness of robot-enacted messages to reduce the consumption of high-sugar energy drinks

This exploratory study examines the effectiveness of social robots' ability to deliver advertising messages using different "appeals" in a business environment. Specifically, it explores the use of three types of message appeals in a human-robot interaction scenario: guilt, humour and non-emotional. The study extends past research in advertising by exploring whether messages communicated by social robots can impact consumers' behaviour. Using an experimental research design, the emotional-themed messages focus on the health-related properties of two fictitious energy drink brands. The findings show mixed results for humour and guilt messages. When the robot delivered a promotion message using humour, participants perceived it as being less manipulative. Participants who were exposed to humourous messages also demonstrated a significantly greater intent for future purchase decisions. However, guilt messages were more likely to persuade consumers to change their brand selection. This study contributes to the literature as it provides empirical evidence on the social robots' ability to deliver different advertising messages. It has practical implications for businesses as a growing number seek to employ humanoids to promote their services

UNDERSTANDING PRE-INTERACTION RESPONSE TO HUMANOID ROBOTS: A VIEW OF COMFORT WITH ROBOTS

Despite the growing body of research exploring consumer responses to robotics, the existing comprehension of this topic locates mainly on consumers’ post-interaction reactions to robots based on technology-related and service-related views, leaving the complexity of pre-interaction uninvestigated. Motivated by a scarcity of knowledge on consumers’ reactions to service robots before their actual interaction, this study disentangles how perceived comfort with robots, as a pre-interaction perception triggered by robot anthropomorphism, penetrates customers’ implicit social decision-making and affects customer responses. By a large-scale scenario-based experiment, this study allocated a fine-grained spectrum of anthropomorphism and cartographically delineated the UV-resemblance effect of anthropomorphism degree on perceived comfort of robots and trust. Furthermore, our study reveals the role of human-robot trust in mediating the relationship between comfort with robots and usage intention. The findings provide tools for future studies into understanding pre-interaction responses from social-psychological elements that could inform the design of socially competent robots