“I am served by a Robot!”: internal antecedents of customer acceptance of robotic hotel-service agents

IF 2.7 4区 管理学 Q2 MANAGEMENT
Sladjana Cabrilo, Rosanna Leung, Fu-Sheng Tsai, Sven Dahms
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引用次数: 0

Abstract

Purpose

This study explores how customers' individual characteristics and perceptions affect acceptance of service robots as a hotel workforce. The Interactive Technology Acceptance Model (iTAM) has inspired us to investigate effects of customers' technological self-efficacy, perceived interactivity, sense of utility, and enjoyment-level of acceptance related to hotel-service robots as staff.

Design/methodology/approach

Data were collected from 224 customers via an online questionnaire conducted in the period April–June 2022 by convenience sampling, and then analyzed by using partial least squares – structural equation modeling (PLS-SEM).

Findings

The findings show that customers' technological self-efficacy and perceived interactivity with service robots enhances perceived usefulness and perceived enjoyment, serving as functional and emotional value components of service robots. They also demonstrate that robot's interactivity outweighs other robot's value components, such as perceived usefulness and perceived enjoyment for acceptance of service robots as employees in hotels.

Originality/value

While empirically validating the iTAM, this study emphasizes service robot interactivity as the most important aspect for customers' acceptance, and it adds a new perspective regarding the underexplored role of the customer-robot interface. Combining specific dimensions from different technology acceptance models (functional/socio-emotional/relational; utilitarian/hedonic) the study contributes to the service robot literature currently missing a more holistic understanding of consumers' experience and adoption drivers, and it provides managerial guidance on how to successfully implement service robots in hotel environments.

"我是机器人服务员!":顾客接受酒店机器人服务代理的内部先决条件
目的 本研究探讨了顾客的个人特征和感知如何影响对作为酒店员工的服务机器人的接受程度。互动技术接受模型(iTAM)启发我们调查顾客的技术自我效能感、感知互动性、效用感和享受水平对接受酒店服务机器人作为员工的影响。研究结果研究结果表明,顾客的技术自我效能感和与服务机器人的感知互动性提高了感知有用性和感知愉悦性,成为服务机器人的功能和情感价值组成部分。原创性/价值本研究在实证验证 iTAM 的同时,强调服务机器人的交互性是顾客接受服务机器人的最重要方面,并为尚未充分探索的顾客与机器人界面的作用增添了新的视角。该研究结合了不同技术接受模型(功能/社会情感/关系;功利/对立)的具体维度,为目前缺乏对消费者体验和采用驱动因素更全面了解的服务机器人文献做出了贡献,并为如何在酒店环境中成功实施服务机器人提供了管理指导。
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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来源期刊
CiteScore
5.80
自引率
3.60%
发文量
50
期刊介绍: ■Adapting strategic planning to the need for change ■Leadership research ■Responsibility for change implementation and follow-through ■The psychology of change and its effect on the workforce ■TQM - will it work in your organization? Successful organizations respond intelligently to factors which precipitate change. Economic climates, political trends, changes in consumer demands, management policy or structure, employment levels and financial resources - all these elements are constantly at play to ensure that organizations clinging on to static structures will ultimately lose out. But change is a dynamic and alarming thing - this journal addresses how to manage it positively.
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