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

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. (c) 2021 Elsevier Ltd. All rights reserved.

Automated summary

The study reveals that customers/tourists' willingness to use service robots is influenced by the perception of robot appearance and service context. A warm appearance is preferred in hedonic service contexts, while a competent appearance is preferred in utilitarian service contexts, driven mainly by trust.