Customer acceptance of humanoid service robots in hotels: moderating effects of service voluntariness and culture

Abstract

Purpose This study aims to propose a research model integrating technology acceptance model 3 (TAM3) constructs and human aspects of humanoid service robots (HSRs), measured by the Godspeed questionnaire series and tested across two hotel properties in Japan and the USA. Design/methodology/approach Potential participants were approached randomly by email invitation. A final sample size of 395 across two hotels, one in Japan and the other in the USA, was obtained, and the data were analysed using structural equation modelling. Findings The results confirm that perceived usefulness, driven by subjective norms and output quality, and perceived ease of use, driven by perceived enjoyment and absence of anxiety, are the immediate direct determinants of users’ re-patronage intentions for HSRs. Results also showed that users prefer anthropomorphism, perceived intelligence and the safety of an HSR for reusing it. Practical implications The findings have practical implications for the hospitality industry, suggesting multiple attributes of an HSRs that managers need to consider before deploying them in their properties. Originality/value The current study proposes an integrated model determining factors that affect the re-patronage of HSRs in hotels.