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Proposal for modeling social robot acceptance by retail customers: CAN model + technophobia

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  • Subero-Navarro, Ã urea
  • Pelegrín-Borondo, Jorge
  • Reinares-Lara, Eva
  • Olarte-Pascual, Cristina

Abstract

Acceptance of social robots (SRs) in retail is a new field of research in marketing arising from the dilemma between the potential benefits of SRs and the possibility that shoppers will reject them. The main aim of this paper is to advance in the modeling of new technology (NT) acceptance by proposing an extension of the integrative Cognitive-Affective-Normative (CAN) model that improves its explanatory and predictive power by including technophobia (TE) with a view to understanding SR acceptance in retail. The CAN + TE model is tested with a sample of 1069 individuals, resulting in an R2 of 0.73, surpassing the explanatory power of classical models. Emotions – specifically, pleasure – and TE are found to be the biggest drivers of SR acceptance for retail customers, followed by performance expectancy and social influence. Arousal and effort expectancy have no significant effect. These findings have theoretical implications for NT modeling and practical implications for reviving retail – which has been hit hard by the pandemic – opening research lines in both contexts related to the future of SRs.

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  • Subero-Navarro, à urea & Pelegrín-Borondo, Jorge & Reinares-Lara, Eva & Olarte-Pascual, Cristina, 2022. "Proposal for modeling social robot acceptance by retail customers: CAN model + technophobia," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
  • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003799
    DOI: 10.1016/j.jretconser.2021.102813
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    5. Swaraj S. Bharti & Kanika Prasad & Shwati Sudha & Vineeta Kumari, 2023. "Customer acceptability towards AI-enabled digital banking: a PLS-SEM approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 779-793, December.
    6. Aric Rindfleisch & Nobuyuki Fukawa & Naoto Onzo, 2022. "Robots in retail: Rolling out the Whiz," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 238-244, December.
    7. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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