Influence of robot coolness and affinity on behavioral intention: examining perceived value as a mediating factor

Abstract

Purpose

Service robots offering low-contact services are trending in the hospitality industry. Nevertheless, there is limited empirical research on consumer perspectives. Using the stimulus-organism-response (SOR) model, this study aims to investigate consumer acceptance of service robots and explores the relationships among stimuli (coolness and affinity), organisms (utilitarian and hedonic value) and responses (behavioral intention).

Design/methodology/approach

This study uses a purposive sampling method and conducts a questionnaire survey in restaurants with service robots in Taiwan. A total of 554 valid responses are analyzed, and confirmatory factor analysis and structural equation modeling are performed.

Findings

The findings reveal that coolness and affinity positively influence utilitarian and hedonic values, whereas utilitarian and hedonic values positively affect behavioral intention. Additionally, these values mediate how coolness and affinity impact behavioral intentions, showing that coolness more significantly influences hedonic value, while affinity has a greater effect on utilitarian value.

Originality/value

As a theoretical basis, the SOR model examines the relationships among stimulus, organism and response. This study comprehensively investigates the factors influencing consumer perception toward service robots, testing the applicability of this theory in the food and beverage industry and expanding its practical value. Additionally, the author introduces the “fit” concept, indicating that, for maximum effect, coolness pairs best with hedonic value and affinity with utilitarian value.

研究目的

提供低接触服务的服务机器人在酒店业中越来越受欢迎。然而, 关于消费者视角的实证研究仍然有限。本研究采用刺激-有机体-反应（SOR）模型, 调查消费者对服务机器人的接受度, 并探讨刺激（酷炫度和亲和力）、有机体（实用价值和享乐价值）和反应（行为意图）之间的关系。

研究方法

本研究采用目的性抽样方法, 在台湾有服务机器人的餐厅进行问卷调查。共收集到554份有效问卷, 并进行了确认性因子分析和结构方程模型分析。

研究发现

研究结果表明, 酷炫度和亲和力对实用价值和享乐价值有正向影响, 而实用价值和享乐价值对行为意图有正向影响。此外, 这些价值在酷炫度和亲和力对行为意图的影响中起中介作用, 表明酷炫度对享乐价值的影响更显著, 而亲和力对实用价值的影响更大。

研究创新

本研究以SOR模型为理论基础, 检验了刺激、有机体和反应之间的关系。我们全面调查了影响消费者对服务机器人感知的因素, 测试了该理论在餐饮业中的适用性, 并扩展了其实际价值。此外, 我们引入了“匹配”概念, 指出为了达到最大效果, 酷炫度最好与享乐价值搭配, 而亲和力最好与实用价值搭配。

Citation

Chang, S.-T. (2024), "Influence of robot coolness and affinity on behavioral intention: examining perceived value as a mediating factor", Journal of Hospitality and Tourism Technology, Vol. 15 No. 5, pp. 825-841. https://doi.org/10.1108/JHTT-10-2023-0316