Speaking versus touching: How consumers respond to robot communication modality in hospitality services

Abstract

The advancement of natural language recognition and processing technology has revolutionized how consumers interact with service robots. Initially reliant on manual communication (typing or clicking), the shift has occurred towards verbal communication (speaking or talking). However, how consumers respond to these two modalities is less understood, especially in hospitality service settings. This study examined the mechanisms of robot communication modality (voice vs. touchscreen) on consumers’ behavioral intentions (robotic service acceptance and disclosure intention). The moderating roles of individual public self-consciousness and service embarrassability were further examined. The results of three scenario-based experiments show that consumers exhibit lower robotic service acceptance and disclosure intentions when robots use voice (vs. touchscreen) interaction. These effects are mediated by consumers’ concerns about social judgment and are stronger for individuals with high (vs. low) public self-consciousness and when a service involves higher levels of embarrassability. We present theoretical and practical insights for human-robot interface management to enhance consumers’ experience with service robots.