Media richness effectiveness: Humanoid robots with or without voice, or just a tablet kiosk?

Malaika Brengman, Kim Willems, Laurens De Gauquier, Bram Vanderborght
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Abstract

Humanoid robots can serve as in-store communication medium, providing functional as well as hedonic value. Previous studies have demonstrated their proficiency in providing functional value, such as guiding customers, advertising products, or carrying groceries. However, in a retailing context, engaging customers often requires more than meeting their basic functional needs. This study is the first to examine the potential of humanoid service robots (HSRs) in providing hedonic value as well, comparing their performance to that of more traditional in-store media in entertaining customers. Based on media richness effectiveness theory, the role of robot voice is also investigated. An experimental field study was performed administering a fun quiz to passers-by at an airport store considering three conditions (via tablet, robot with voice, or robot without voice). The results show that the quiz via a humanoid robot (as compared to via a tablet kiosk) provides customers more functional and hedonic value. While functional value favorably affects loyalty intentions mainly via enhanced store image, hedonic value has a direct and indirect effect mainly via store attitude. Adding voice to the HSR does not seem to provide significant added value. Data on actual purchase behavior also hint at superiority of the robot over a traditional tablet kiosk.
媒体丰富性的有效性:有语音或无语音的仿人机器人,还是平板电脑信息亭?
仿人机器人可作为店内交流媒介,提供功能性和享乐性价值。以往的研究已经证明,仿人机器人能够熟练地提供功能价值,如引导顾客、宣传产品或搬运杂货。然而,在零售业中,吸引顾客往往不仅仅需要满足他们的基本功能需求。本研究首次考察了仿人服务机器人(HSR)在提供享乐价值方面的潜力,并将其在娱乐顾客方面的表现与更传统的店内媒体进行了比较。根据媒体丰富性有效性理论,还对机器人语音的作用进行了研究。我们进行了一项实地实验研究,在机场商店向路人提供了一个趣味问答,并考虑了三种条件(通过平板电脑、机器人语音或机器人无语音)。结果显示,通过仿人机器人进行的测验(与通过平板电脑自助服务终端进行的测验相比)为顾客提供了更多的功能价值和享乐价值。功能价值主要通过提升商店形象对忠诚度意图产生有利影响,而享乐价值则主要通过商店态度产生直接和间接影响。在高铁上增加语音功能似乎并不能带来显著的附加价值。有关实际购买行为的数据也表明,机器人比传统的平板电脑售货亭更有优势。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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