Paying premiums for humanoid service robots in hospitality: What are the key determinants?

IF 8.3 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2026-04-01 Epub Date: 2025-12-04 DOI:10.1016/j.ijhm.2025.104525

Jingna Wang , Lianping Ren , Juntong Chen , Xing Su

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Abstract

This study investigates the key determinants of customer willingness to pay a price premium for humanoid robot services in the hospitality context, and the mediating and moderating roles of emotional attachment and perceived risk, respectively, in the relationship between humanoid service robot attributes and price premium. Data were collected through an online survey of 729 customers who encountered humanoid service robots in the hospitality industry. The hypotheses were examined using the symmetrical (PLS-SEM) and asymmetrical (fsQCA) methods. The PLS-SEM results indicate that humanoid service robot attributes (i.e., appearance, anthropomorphism, social capability, perceived usefulness, and hedonic value) significantly affect customers’ emotional attachment, partly mediating their relationship with price premiums. Perceived risk had a U-shaped moderating effect. The fsQCA results reveal four conditional paths that sufficiently explain consumer willingness to pay premium prices for humanoid robot services. This study extends the literature on humanoid service robots in the hospitality industry.

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为酒店业的人形服务机器人支付额外费用：关键决定因素是什么？

本研究探讨了酒店环境下顾客对人形机器人服务支付溢价意愿的关键决定因素，以及情感依恋和感知风险在人形机器人属性与溢价之间的中介和调节作用。该研究通过在线调查收集了729名在酒店业遇到人形服务机器人的顾客的数据。采用对称（PLS-SEM）和不对称（fsQCA）方法对假设进行了检验。PLS-SEM结果表明，人形服务机器人属性（即外观、拟人化、社交能力、感知有用性和享乐价值）显著影响顾客的情感依恋，并在一定程度上中介其与价格溢价的关系。感知风险具有u型调节作用。fsQCA的结果揭示了四个条件路径，足以解释消费者愿意为人形机器人服务支付高价。本研究扩展了酒店业中人形服务机器人的文献。

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.