Promotors or inhibitors? Role of task type on the effect of humanoid service robots on consumers’ use intention

Meizhen Lin, Xiangtian Cui, Jingqiang Wang, Guihua Wu, Jingyuan Lin

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Despite the pervasiveness of service robots in hospitality industry, it is unclear how highly human-like service robots elicit aversive effect on consumers’ use intention in addition to discomfort and when the aversive effect can be mitigated. Three experimental studies were conducted, showing that highly human-like service robots elicit greater consumer discomfort and decrease task attraction toward robots, in turn weakening consumers’ use interaction. Moreover, this research identified that emotional-social tasks (vs. mechanical tasks) mitigated the aversive effects of highly human-like service robots on consumers’ responses. The research extends the uncanny valley and mind perception theories and offers some guidelines for employing service robots with different degree of anthropomorphism.

尽管服务机器人在酒店业中非常普遍, 但尚不清楚除了不适之外,类似人类的服务机器人在多大程度上会对消费者的使用意图产生厌恶效应, 以及厌恶效应何时可以缓解. 进行了三项实验研究, 结果表明, 高度人性化的服务机器人会引起消费者更大的不适感, 降低对机器人的任务吸引力, 进而削弱消费者的使用互动. 此外, 这项研究还发现, 情感社交任务, 与机械任务相比, 减轻了高度人性化的服务机器人对消费者反应的厌恶效应. 这项研究扩展了神秘谷和心智感知理论, 并为使用具有不同程度拟人化的服务机器人提供了一些指导.
Original languageEnglish
Pages (from-to)710-729
Number of pages20
JournalJournal of Hospitality Marketing & Management
Volume31
Issue number6
Early online date11 Apr 2022
DOIs
Publication statusPublished - 2022

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