Influence of robot anthropomorphism on consumer attitudes toward restaurants and service providers

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-09-27 DOI:10.1016/j.ijhm.2024.103939

Yiming Qian, Xiaoang Wan

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引用次数: 0

Abstract

We conducted this study to investigate the influence of robot anthropomorphism on consumers’ attitudes toward restaurants and service providers, focusing on the moderating effects of robot social roles and consumer autonomy. The results of Study 1 revealed that anthropomorphic robots fostered more positive attitudes toward restaurants and service robots than non-anthropomorphic robots when consumers viewed restaurant advertisements. The results of Study 2 revealed that consumers also exhibited more positive attitudes toward anthropomorphic robots compared to non-anthropomorphic robots when picturing restaurant dining experiences. Furthermore, when non-anthropomorphic robots were assigned partner roles and consumers were given the option to choose their servers, attitudes toward these robots improved. Collectively, these findings suggest that anthropomorphism in robots can lead to more positive attitudes, and the acceptance of non-anthropomorphic robots can be enhanced through greater consumer autonomy and the assignment of partner roles. These results provide insight into AI service marketing strategies.

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机器人拟人化对消费者对餐厅和服务提供商态度的影响

我们开展了这项研究，调查机器人拟人化对消费者对餐馆和服务提供商态度的影响，重点关注机器人社会角色和消费者自主性的调节作用。研究1的结果表明，当消费者观看餐厅广告时，拟人化机器人比非拟人化机器人更能激发消费者对餐厅和服务机器人的积极态度。研究2的结果表明，与非拟人机器人相比，消费者在想象餐厅就餐体验时，也会对拟人机器人表现出更积极的态度。此外，当非拟人机器人被赋予伙伴角色并让消费者选择服务员时，消费者对这些机器人的态度也会有所改善。总之，这些研究结果表明，机器人的拟人化可以带来更积极的态度，而非拟人化机器人的接受度则可以通过提高消费者自主权和分配伙伴角色来提高。这些结果为人工智能服务营销战略提供了启示。

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

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.