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Consumer intention to use service robots: a cognitive–affective–conative framework

Dan Huang (Tourism School, Sichuan University, Chengdu, China)
Qiurong Chen (Tourism School, Sichuan University, Chengdu, China)
Songshan (Sam) Huang (School of Business and Law, Edith Cowan University, Perth, Australia)
Xinyi Liu (Tourism School, Sichuan University, Chengdu, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 13 July 2023

Issue publication date: 29 April 2024

1762

Abstract

Purpose

Drawing on the cognitive–affective–conative framework, this study aims to develop a model of service robot acceptance in the hospitality sector by incorporating both cognitive evaluations and affective responses.

Design/methodology/approach

A mixed-method approach combining qualitative and quantitative methods was used to develop measurement and test research hypotheses.

Findings

The results show that five cognitive evaluations (i.e. cuteness, coolness, courtesy, utility and autonomy) significantly influence consumers’ positive affect, leading to customer acceptance intention. Four cognitive evaluations (cuteness, interactivity, courtesy and utility) significantly influence consumers’ negative affect, which in turn positively affects consumer acceptance intention.

Practical implications

This study provides significant implications for the design and implementation of service robots in the hospitality and tourism sector.

Originality/value

Different from traditional technology acceptance models, this study proposed a model based on the hierarchical relationships of cognition, affect and conation to enhance knowledge about human–robot interactions.

Keywords

Citation

Huang, D., Chen, Q., Huang, S.(S). and Liu, X. (2024), "Consumer intention to use service robots: a cognitive–affective–conative framework", International Journal of Contemporary Hospitality Management, Vol. 36 No. 6, pp. 1893-1913. https://doi.org/10.1108/IJCHM-12-2022-1528

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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