Customer adoption of robot: Synergizing customer acceptance of robot-assisted retail technologies

Abstract

Recent years have seen increased interest in applying robots to the retail sector. The present research aims to learn the criteria that make people more or less likely to use retail services assisted by robots. The study builds on the Technology Adoption Model (TAM) as an information system theory and presents a research model that considers how people perceive robots in their decisions. The model also investigates the impact of customers' social and cultural norms (SCN) and level of education towards customer adoption of robots (CAR). A survey from Saudi Arabian customers was used to compile the data. The PLS-SEM approach was applied in assessing customer acceptance of Robot-assisted retail technologies model and research proposed constructs. All indicators significantly impacted customer adoption, with perceived usefulness (PU) mediating between the two. Furthermore, education and SCN moderate the relationship between customer attitudes toward robots (ATR) and CAR. Retailers and governments can learn much from the study's findings about what motivates customers to use store robots. The findings strictly contribute to extending the current literature on merging TAM and consumer acceptance theories, practices, practitioners, and business decision-makers. In addition, to enhance the useful insights of synergizing customer acceptance of Robot-assisted retail technologies; we added theoretical, managerial, and social implications.