TY - JOUR
T1 - Hotel customers’ behavioral intentions toward service robots
T2 - the role of utilitarian and hedonic values
AU - Ozturk, Ahmet Bulent
AU - Pizam, Abraham
AU - Hacikara, Ahmet
AU - An, Qingxiang
AU - Chaulagain, Suja
AU - Balderas-Cejudo, Adela
AU - Buhalis, Dimitrios
AU - Fuchs, Galia
AU - Hara, Tadayuki
AU - Vieira de Souza Meira, Jessica
AU - García Revilla, Raquel
AU - Sethi, Deepa
AU - Shen, Ye
AU - State, Olimpia
N1 - Publisher Copyright:
© 2023, Emerald Publishing Limited.
PY - 2023/11/22
Y1 - 2023/11/22
N2 - Purpose: This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers’ perceived utilitarian and hedonic values were examined. Design/methodology/approach: The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses. Findings: The results indicated that hotel customers’ intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’ ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values. Originality/value: The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.
AB - Purpose: This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers’ perceived utilitarian and hedonic values were examined. Design/methodology/approach: The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses. Findings: The results indicated that hotel customers’ intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’ ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values. Originality/value: The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.
KW - Behavioral intention
KW - Ease of use
KW - Hedonic value
KW - Hospitality robots
KW - Hotel robots
KW - Service robots
KW - Utilitarian value
UR - http://www.scopus.com/inward/record.url?scp=85165875110&partnerID=8YFLogxK
U2 - 10.1108/JHTT-07-2022-0223
DO - 10.1108/JHTT-07-2022-0223
M3 - Article
AN - SCOPUS:85165875110
SN - 1757-9880
VL - 14
SP - 780
EP - 801
JO - Journal of Hospitality and Tourism Technology
JF - Journal of Hospitality and Tourism Technology
IS - 5
ER -
