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Friendly or competent? The effects of perception of robot appearance and service context on usage intention

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  • Liu, Xing (Stella)
  • Yi, Xiao (Shannon)
  • Wan, Lisa C.

Abstract

This study examines the influence of the perception of robot appearance and service context on customers'/tourists' intention to use robots. Four studies confirm a congruity effect between the perception of service robot appearance and service context. Results suggest that customers/tourists are more willing to use a service robot perceived as warm in hedonic service contexts, whereas they are more willing to use a service robot perceived as competent in utilitarian service contexts. These effects are driven by trust. This study offers a novel perspective on customers'/tourists' reactions to service robots. It also provides insights for hospitality and tourism practitioners making decisions about robot adoption.

Suggested Citation

  • Liu, Xing (Stella) & Yi, Xiao (Shannon) & Wan, Lisa C., 2022. "Friendly or competent? The effects of perception of robot appearance and service context on usage intention," Annals of Tourism Research, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:anture:v:92:y:2022:i:c:s0160738321002024
    DOI: 10.1016/j.annals.2021.103324
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    References listed on IDEAS

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    12. Lv, Xingyang & Liu, Yue & Luo, Jingjing & Liu, Yuqing & Li, Chunxiao, 2021. "Does a cute artificial intelligence assistant soften the blow? The impact of cuteness on customer tolerance of assistant service failure," Annals of Tourism Research, Elsevier, vol. 87(C).
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    Cited by:

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    2. Chan, Elisa K. & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Smart technology vs. embarrassed human: The inhibiting effect of anticipated technology embarrassment," Annals of Tourism Research, Elsevier, vol. 97(C).
    3. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    4. Lv, Xingyang & Shi, Kewei & He, Yueying & Ji, Yingchao & Lan, Tian, 2024. "My colleague is not “human”: Will working with robots make you act more indifferently?," Journal of Business Research, Elsevier, vol. 176(C).
    5. Liu, Biqiang & Li, Yaoqi, 2022. "Teddy-bear effect in service recovery," Annals of Tourism Research, Elsevier, vol. 94(C).
    6. Song, Jinzhu & Gao, Yanhuan & Huang, Youlin & Chen, Lihan, 2023. "Being friendly and competent: Service robots' proactive behavior facilitates customer value co-creation," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    7. Kayeser Fatima, Johra & Khan, Md Irfanuzzaman & Bahmannia, Somayeh & Chatrath, Sarvjeet Kaur & Dale, Naomi F. & Johns, Raechel, 2024. "Rapport with a chatbot? The underlying role of anthropomorphism in socio-cognitive perceptions of rapport and e-word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    8. Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Yang, Hongyan & Xu, Hong & Zhang, Yan & Liang, Yan & Lyu, Ting, 2022. "Exploring the effect of humor in robot failure," Annals of Tourism Research, Elsevier, vol. 95(C).
    10. Choi, Sungwoo & Wan, Lisa C. & Mattila, Anna S., 2024. "Unintended indulgence in robotic service encounters," Annals of Tourism Research, Elsevier, vol. 106(C).
    11. Pelau Corina & Barbul Maria & Bojescu Irina, 2022. "A conceptual comparative approach on personal AI assistants and external service robots," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1466-1474, August.
    12. Liu, Juan & Xu, Xing'an, 2023. "Humor type and service context shape AI service recovery," Annals of Tourism Research, Elsevier, vol. 103(C).
    13. Hai Lan & Xiaofei Tang & Yong Ye & Huiqin Zhang, 2024. "Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    14. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    15. Santiago, Joanna & Borges-Tiago, Maria Teresa & Tiago, Flávio, 2024. "Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    16. Teng, Lefa & Sun, Chuluo & Chen, Yifei & Lever, Michael W. & Foti, Lianne, 2024. "Partner or servant? The influence of robot role positioning on consumers’ brand evaluations," Journal of Business Research, Elsevier, vol. 180(C).
    17. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).

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