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Friendly or competent? The effects of perception of robot appearance and service context on usage intention

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  • Liu, Xing (Stella)
  • Yi, Xiao (Shannon)
  • Wan, Lisa C.

Abstract

This study examines the influence of the perception of robot appearance and service context on customers'/tourists' intention to use robots. Four studies confirm a congruity effect between the perception of service robot appearance and service context. Results suggest that customers/tourists are more willing to use a service robot perceived as warm in hedonic service contexts, whereas they are more willing to use a service robot perceived as competent in utilitarian service contexts. These effects are driven by trust. This study offers a novel perspective on customers'/tourists' reactions to service robots. It also provides insights for hospitality and tourism practitioners making decisions about robot adoption.

Suggested Citation

  • Liu, Xing (Stella) & Yi, Xiao (Shannon) & Wan, Lisa C., 2022. "Friendly or competent? The effects of perception of robot appearance and service context on usage intention," Annals of Tourism Research, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:anture:v:92:y:2022:i:c:s0160738321002024
    DOI: 10.1016/j.annals.2021.103324
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    References listed on IDEAS

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    12. Lv, Xingyang & Liu, Yue & Luo, Jingjing & Liu, Yuqing & Li, Chunxiao, 2021. "Does a cute artificial intelligence assistant soften the blow? The impact of cuteness on customer tolerance of assistant service failure," Annals of Tourism Research, Elsevier, vol. 87(C).
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    Cited by:

    1. Chan, Elisa K. & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Smart technology vs. embarrassed human: The inhibiting effect of anticipated technology embarrassment," Annals of Tourism Research, Elsevier, vol. 97(C).
    2. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    3. Song, Jinzhu & Gao, Yanhuan & Huang, Youlin & Chen, Lihan, 2023. "Being friendly and competent: Service robots' proactive behavior facilitates customer value co-creation," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    4. Yang, Hongyan & Xu, Hong & Zhang, Yan & Liang, Yan & Lyu, Ting, 2022. "Exploring the effect of humor in robot failure," Annals of Tourism Research, Elsevier, vol. 95(C).
    5. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    6. Wang, Yawei & Kang, Qi & Zhou, Shoujiang & Dong, Yuanyuan & Liu, Junqi, 2022. "The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Liu, Biqiang & Li, Yaoqi, 2022. "Teddy-bear effect in service recovery," Annals of Tourism Research, Elsevier, vol. 94(C).
    8. Pelau Corina & Barbul Maria & Bojescu Irina, 2022. "A conceptual comparative approach on personal AI assistants and external service robots," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1466-1474, August.
    9. Hai Lan & Xiaofei Tang & Yong Ye & Huiqin Zhang, 2024. "Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.

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