Customer acceptance of humanoid service robots in hotels: moderating effects of service voluntariness and culture

Abstract

Purpose This study aims to propose a research model integrating technology acceptance model 3 (TAM3) constructs and human aspects of humanoid service robots (HSRs), measured by the Godspeed questionnaire series and tested across two hotel properties in Japan and the USA. Design/methodology/approach Potential participants were approached randomly by email invitation. A final sample size of 395 across two hotels, one in Japan and the other in the USA, was obtained, and the data were analysed using structural equation modelling. Findings The results confirm that perceived usefulness, driven by subjective norms and output quality, and perceived ease of use, driven by perceived enjoyment and absence of anxiety, are the immediate direct determinants of users’ re-patronage intentions for HSRs. Results also showed that users prefer anthropomorphism, perceived intelligence and the safety of an HSR for reusing it. Practical implications The findings have practical implications for the hospitality industry, suggesting multiple attributes of an HSRs that managers need to consider before deploying them in their properties. Originality/value The current study proposes an integrated model determining factors that affect the re-patronage of HSRs in hotels.

Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)

“…2.4.2 Perceived ease of use Perceived ease of use, referred to as "the degree to which a person believes that using a particular system would be free of effort" (Davis, 1989, p. 320), is strongly correlated with the adoption of a new system or technology (Said et al, 2023). Song and Kim (2022a) reported that when a fashion robot is easy to use, the adoption rate is higher.…”

“…A review of the frameworks in service robot acceptance pinpoints the limited use of sRAM (Wirtz et al , 2018). Key frameworks summarized in Table 1 include the TAM and its iterations such as the iTAM, TAM3 and Unified Theory of Acceptance and Use of Technology, which highlight factors like perceived usefulness and ease of use in influencing acceptance (Said et al , 2023; Song et al , 2022a). However, these models, largely based on the Theory of Planned Behavior (TPB; Ajzen, 1991), may not completely address the complex dynamics of service robot acceptance.…”

How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings

“…SRs often serve consumers from different cultures. Although cultural influence has been examined in the SR research (Castelo and Sarvary, 2022; Chi et al , 2023; Said et al , 2023), more research is necessary to understand the cultural effects on SR usage (Belanche et al , 2020). Power distance refers to the “degree to which less powerful people accept and expect the unequal distribution of power” (Hofstede, 2001).…”