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The impact of social class and service type on preference for AI service robots

Author

Listed:
  • Qi Yao
  • Zhangjian Wu
  • Wenkai Zhou

Abstract

Purpose - The research aims to explore the interaction effect of consumer social class and service type on consumers' preference for robot services, as well as the mediating role of risk aversion in this interaction effect. Design/methodology/approach - Experiment 1 is a field experiment with service type being the independent variable. The participants were divided into two groups based on the services they received (diagnostic dental services vs. hotel room services). 93 consumers participated voluntarily in the blind experiment and were asked if they would choose to allow a robot to perform the focal services. Experiment 2 employs a 2 × 2 factorial design: personal fitness trainer services at the gym vs wait staff services in a casual dining restaurant × higher- vs lower-social class, with 196 participants. Findings - Results from the two experiments show that participants in the higher-social classes were more willing than participants in the lower-social classes to choose robot services in credence-based service settings. More significantly, risk aversion mediated the interaction effect of social class and service type on participants' preference for robot services. Originality/value - Based on the credence-experience typology, this research is the first to discuss the weight of social class in consumer decision-making regarding preference for different types of robot services. Furthermore, by extending risk aversion to the robot services field, the current research sheds new light on this underlying mechanism that can inform future studies.

Suggested Citation

  • Qi Yao & Zhangjian Wu & Wenkai Zhou, 2022. "The impact of social class and service type on preference for AI service robots," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 17(4), pages 1049-1066, February.
    • Handle: RePEc:eme:ijoemp:ijoem-05-2021-0804
    DOI: 10.1108/IJOEM-05-2021-0804
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    Citations

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    Cited by:

    1. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Chi Zhang & Douglas W. Vorhies & Wenkai Zhou, 2023. "An integrated model of retail brand equity: the role of consumer shopping experience and shopping value," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 398-413, September.
    3. Vishwakarma, Laxmi Pandit & Singh, Rajesh Kr & Mishra, Ruchi & Demirkol, Denizhan & Daim, Tugrul, 2024. "The adoption of social robots in service operations: A comprehensive review," Technology in Society, Elsevier, vol. 76(C).

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