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- Title
Motivational, Situational, and Psychological Model of Service Robot Adoption in Hotels: The Moderating Role of Involvement.
- Authors
Binesh, Fatemeh; Baloglu, Seyhmus
- Abstract
The shortcoming of the Technology Acceptance Model (TAM) and its variations have been highlighted in literature for quite some time. A critical limitation of these models is ignoring the social aspect, how situational and motivational involvement impact customers' adoption of these technologies. After the initial phase of novelty, an individual's Involvement with technology plays a crucial role in shaping their behavior regarding a technology. A more thorough comprehension of customers' experiences and the memorable and captivating moments they encounter is necessary to develop a comprehensive understanding of the adoption of service robots. Using motivation theory and the theory of conspicuous approach, we propose and test a novel model to examine the role of extrinsic and intrinsic motivation and social status on customers' attitudes and intention to use service robots during the pandemic. Using a sample of 525 U.S. hotel guests, we showed that motivation and social status positively influence customer attitude and, consequently, their intention to use service robots in hotels. Customer attitude fully mediates the relationship between variables in the model. Additionally, a multi-group analysis of involvement (low and high) indicated that guests' attitudes had a more substantial effect on their intention to use service robots for the high involvement group. Finally, with a linear regression model, we showed that the feelings of safety and comfort influence the customers' intention to use service robots during the pandemic. This study expands knowledge on technology adoption, motivation, and conspicuous consumption theories. It also provides valuable insight to hotel managers in better understanding what influences customer adoption of new technologies.
- Subjects
CONSUMER attitudes; MOTIVATION (Psychology); EXTRINSIC motivation; INTRINSIC motivation; CONSUMPTION (Economics); HOTEL rooms
- Publication
International Journal of Social Robotics, 2023, Vol 15, Issue 9/10, p1603
- ISSN
1875-4791
- Publication type
Article
- DOI
10.1007/s12369-023-01062-5