Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 107, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2022.103312
Keywords
Service robot anthropomorphism; Privacy calculus theory; Privacy concern; Usage intention; Information sensitivity; Service personalization
Categories
Funding
- National Natural Science Foundation of China [72072187]
- Natural Science Foundation of Guangdong Province, China [2021A1515011439]
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This study investigates the nonlinear relationship between service robot anthropomorphism (SRA) and customer privacy concerns based on privacy calculus theory. The findings show that SRA has a negative effect on customer privacy concerns, which in turn negatively impacts their subsequent usage intention. The negative impacts of SRA are attenuated when information sensitivity is low and service personalization is high.
Although service robots with anthropomorphic designs are widely used in the tourism and hospitality industry, there are mixed research findings about the effect of service robot anthropomorphism (SRA) on customers' re-sponses. At the same time, when using AI and robotics, companies often need to overcome customers' privacy concerns. Based on privacy calculus theory, this study investigated the nonlinear relationship between SRA and customer privacy concerns. Three empirical studies showed that SRA has a nonlinear effect on customers' privacy concerns, which in turn negatively affects subsequent usage intention. The study also identified the boundary conditions of the nonlinear effects, finding that the negative impacts of SRA are attenuated when (1) information sensitivity is low and (2) service personalization is high. This study is one of the first empirical studies to investigate the nonlinear effect of SRA from the privacy calculus perspective. The practical implications for the tourism and hospitality industry are discussed.
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