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The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior

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  • Wang, Yawei
  • Kang, Qi
  • Zhou, Shoujiang
  • Dong, Yuanyuan
  • Liu, Junqi

Abstract

This study aims to bridge a gap in the extant research by examining consumer behavior that is unrelated to, but elicited by, service robots. The results of six studies showed that participants primed with robots (vs. humans) were more likely to engage in exploratory consumption behaviors. This effect was mediated through the elicitation of a sense of novelty, affected by the degree of service robots' intelligence and moderated by consumers' subjective knowledge. The study also examines different types of exploratory buying behaviors that have implications for marketers' and retailers’ use of service robots to promote exploratory consumption.

Suggested Citation

  • Wang, Yawei & Kang, Qi & Zhou, Shoujiang & Dong, Yuanyuan & Liu, Junqi, 2022. "The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922000959
    DOI: 10.1016/j.jretconser.2022.103002
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    Cited by:

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    2. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    3. Li, Sixian & Peluso, Alessandro M. & Duan, Jinyun, 2023. "Why do we prefer humans to artificial intelligence in telemarketing? A mind perception explanation," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Ma, Xiaoyue & Huo, Yudi, 2023. "Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework," Technology in Society, Elsevier, vol. 75(C).
    5. Deng, Shichang & Zhang, Jingjing & Lin, Zhengnan & Li, Xiangqian, 2024. "Service staff makes me nervous: Exploring the impact of insecure attachment on AI service preference," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    6. Zhao, Jingyou & Hu, Enhua & Han, Mingyan & Jiang, Keshen & Shan, Hongmei, 2023. "That honey, my arsenic: The influence of advanced technologies on service employees’ organizational deviance," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Mehmood, Khalid & Kautish, Pradeep & Shah, Tejas R., 2024. "Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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