Lefa Teng , Chuluo Sun , Yifei Chen , Michael W. Lever , Lianne Foti
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引用次数: 0
Abstract
Despite the increasing use of robots in marketing to improve consumers’ perceptions of brand image, relatively little is known about how the positioning of robots (i.e., as either partners or servants) influences consumer evaluations of brands employing service robots. In this paper, we examine the effect of robot role positioning on consumers in four studies within the context of time-honored brands. Study 1 demonstrates that brands using robots positioned as partners (vs. servants) will enhance consumers’ brand evaluations. Study 2 shows that psychological distance is a mechanism underlying the effect between robot role positioning and consumers’ brand evaluations. Studies 3 and 4 consider power distance belief (PDB) and service type to explore the premise’s boundary and find that these factors moderate the effect of robot role positioning on consumer brand evaluations. The findings offer theoretical and managerial implications for human-robot interaction in marketing.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.