Robots, Cyborgs, and Humans. A Model of Consumer Behavior in Services: A Study in the Healthcare Services Sector

La present tesi es basa en una investigació que proposa un ús futurista de l'robot i el cyborg com cirurgians oculars. El model desenvolupat investiga la intenció de l'consumidor per elegir cada cirurgià (és a dir: cirurgià robot, cirurgià cyborg o cirurgià humà). Les dades es van analitzar utilitzant la tècnica PLS-SEM. Els resultats de la investigació mostren que l'expectativa d'esforç, l'expectativa de rendiment, el risc percebut i la influència social van mostrar un impacte significatiu en la intenció d'utilitzar els serveis de l'robot cirurgià. Els resultats de el model per al cyborg cirurgià van confirmar l'impacte significatiu de l'expectativa d'esforç, l'excitació, l'expectativa de rendiment i la influència social en la intenció d'utilitzar els seus serveis. L'expectativa d'esforç i la influència social van confirmar un impacte significatiu en la intenció d'utilitzar els serveis de l'cirurgià humà. Els resultats mostren que en els tres models les variables influència social i expectativa d'esforç afecten significativament a la intenció d'utilitzar aquests serveis de cirurgia i que amb diferent intensitat entre els models per expectativa de esforç-. L'impacte de la influència social dóna una idea general sobre la naturalesa de el sector de la salut a Jordània, on una part de la societat presta més atenció a les recomanacions dels altres a l'elegir els seus cirurgians. A més, l'impacte de l'expectativa d'esforç contribueix a les expectatives per la simplicitat de l'servei dels pacients, en termes d'ús i interacció amb els cirurgians proposats. L'anàlisi multigrup va confirmar que les variables dels models estan afectant de la mateixa manera a l'comparar la intenció d'usar cyborgs i humans, i a l'comparar cyborgs i robots. No obstant això, sí que hi ha diferències significatives a l'comparar l'elecció entre robots i humans en l'impacte de l'expectativa d'esforç per utilitzar els serveis de cirurgia. D'altra banda, els participants van mostrar la seva preferència pel cirurgià humà sobre els cirurgians cyborg i robot, respectivament. Com a resultat, l'acceptació de les tecnologies de robot i cyborg per part de la societat podria donar una idea sobre la lluita esperada en el futur entre el desenvolupament de robots i la millora de les capacitats humanes.La presente tesis se basa en una investigación que propone un uso futurista del robot y el cyborg como cirujanos oculares. El modelo desarrollado investiga la intención del consumidor para elegir a cada cirujano (es decir: cirujano robot, cirujano cyborg o cirujano humano). Los datos se analizaron utilizando la técnica PLS-SEM. Los resultados de la investigación muestran que la expectativa de esfuerzo, la expectativa de rendimiento, el riesgo percibido y la influencia social mostraron un impacto significativo en la intención de utilizar los servicios del robot cirujano. Los resultados del modelo para el cyborg cirujano confirmaron el impacto significativo de la expectativa de esfuerzo, la excitación, la expectativa de rendimiento y la influencia social en la intención de usar sus servicios. La expectativa de esfuerzo y la influencia social confirmaron un impacto significativo en la intención de utilizar los servicios del cirujano humano. Los resultados muestran que en los tres modelos las variables influencia social y expectativa de esfuerzo afectan significativamente a la intención de usar esos servicios de cirugía –aunque con distinta intensidad entre los modelos para expectativa de esfuerzo-. El impacto de la influencia social da una idea general sobre la naturaleza del sector de la salud en Jordania, donde una parte de la sociedad presta más atención a las recomendaciones de los demás al elegir a sus cirujanos. Además, el impacto de la expectativa de esfuerzo contribuye a las expectativas por la simplicidad del servicio de los pacientes, en términos de uso e interacción con los cirujanos propuestos. El análisis multigrupo confirmó que las variables de los modelos están afectando de la misma manera al comparar la intención de usar cyborgs y humanos, y al comparar cyborgs y robots. Sin embargo, sí que existen diferencias significativas al comparar la elección entre robots y humanos en el impacto de la expectativa de esfuerzo para utilizar los servicios de cirugía. Por otro lado, los participantes mostraron su preferencia por el cirujano humano sobre los cirujanos cyborg y robot, respectivamente. Como resultado, la aceptación de las tecnologías de robot y cyborg por parte de la sociedad podría dar una idea sobre la lucha esperada en el futuro entre el desarrollo de robots y la mejora de las capacidades humanThe research proposes a futuristic use of robot and cyborg as surgeons in an eye surgery. Thereafter, the developed model has been applied to investigate the intention to use each surgeon (i.e. robot surgeon, cyborg surgeon, and human surgeon). The data was analyzed using the PLS-SEM technique. According to the research results, effort expectancy, performance expectancy, perceived risk, and social influence showed a significant impact on intention to use robot services. However, the results of the cyborg service model confirmed the significant impact of effort expectancy, arousal, performance expectancy, and social influence on the intention to use cyborg services. Furthermore, effort expectancy and social influence confirmed their significant impact on the intention to use human services. The results of the three models showed that the variables social influence and effort expectancy significantly affected the intention to use these surgical services, with a different intensity between the models for effort expectancy. The social influence impact gives a general idea about the nature of the healthcare sector in Jordan, where a part of society gives more attention to the recommendation from others while choosing their surgeons. Also, the effort expectancy impact contributes to patients' expectations of simplicity, in terms of use and interaction with the proposed surgeons. The multigroup analysis confirmed that the models' variables are affecting the intention to use cyborg and human service, and cyborg and robots in the same way. However, the differences were confirmed between robot and human cyborgs in terms of the impact of effort expectancy on the intention to use these services. On the other side, the participants showed their preference of the human surgeon over the cyborg and robot surgeons, respectively. As a result, the acceptance of the robot and cyborg technologies by a part of the society could give an idea about the expected struggle in the future among developing robots and enhancing human capabilities

Digital entrepreneurs in technology-based spinoffs: an analysis of hybrid value creation in retail public–private partnerships to tackle showrooming

Purpose: Retail networks present new challenges in the B2B collaboration between technology-based spinoffs and traditional businesses. This research explores a public-private partnership that leverages advanced digital technologies via spinoffs to tackle the key challenge of showrooming that retail shops are facing. Showrooming is the phenomenon in which shoppers go to the physical stores to gather in-depth product information, and later on, decide to buy the product from online retail competitors. Design/methodology/approach: This research draws on a longitudinal qualitative study of a social context in which digital entrepreneurs are embedded. The empirical setting is a retail network in Italy, Germany, and Finland with a particular focus on the process in which a public-private partnership delivers innovation via spinoffs in the context of brick and mortar (B&M) shops. The research design enables an understanding of the complexity of the phenomenon from a business and a social perspective. Findings: New technology to tackle showrooming enables the creation of substantial hybrid value in retail partnerships. Spinoffs are key actors in leveraging digital technologies to create value faster and more tailored compared with large software companies. Spinoff entrepreneurs leverage on specific technologies (e.g., virtual reality and artificial intelligence) available inside organizations' network (i.e., PPPs). Spinoffs are found to be a fundamental actor in the process of dealing with showrooming because of their time to market. Large software companies usually are not interested in approaching B&M shops due to the high operational costs of product customization for B&M shops. Practical implications: Managers could use the success factors of the spinoffs in helping their B&M shops to improve both shopper experience and salesperson performance. For managers of B2B retail network, the results are useful towards increasing the involvement of shoppers while they are visiting physical stores, and it also improves salesperson performance. It also leads to the observation that cross-selling is one of the most effective responses to the phenomenon of showrooming. As practical implications for policymakers, the current research supports the view that PPPs should support the creation of spinoffs as a result of longitudinal innovation projects. Social implications: Retail technologies leveraged from a public-private partnership and commercialized by spinoffs are powerful tools to enable a better quality of salespeople's life in the working place. At the same time, these new technologies help shop owners increase the retention rates, conversion rates and reduce short-term loss, increasing the likelihood of B&M shops to survive in the condition of extreme competition caused by the showrooming phenomenon. Originality/value: This research proposes a model of hybrid value creation from networks in digital retail. The model indicates that public-private partnerships create spinoffs to explore showrooming and deliver substantial hybrid value (i.e., business and social) for physical retail shops, mainly because it influences the companies’ growth, employee performance, and customer satisfaction. This model expands the field of B2B marketing by identifying factors that enable spinoff creation from retail networks and proposes success factors and research propositions in retail networks