Rahi Samar, Ghani Mazuri Abd, Al-Okaily Manaf, Rashid Aamir, Alghizzawi Mahmoud, Shiyyab Fadi Shehab
Universiti Sultan Zainal Abidin, Terengganu, Malaysia.
Hailey College of Banking & Finance, University of the Punjab, Lahore, Pakistan.
Heliyon. 2024 Sep 21;10(19):e38117. doi: 10.1016/j.heliyon.2024.e38117. eCollection 2024 Oct 15.
The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.
人工智能和机器学习的出现使机器人能够在消费市场中提供服务，以带来更好的客户体验。然而，消费者对机器人技术的接受度仍然不足。因此，本研究开发了一个整合模型，融合了机器人外观、期望确认模型、创新扩散理论和计划行为理论，并实证研究了客户使用服务机器人的意愿。该研究模型通过从光顾零售店的客户中收集的349份回复进行了实证检验。统计结果表明，客户创新性、兼容性、行为控制、期望确认、服务机器人外观和主观规范解释了客户使用服务机器人态度中80.1%的方差。实际上，本研究建议政策制定者应关注创新性、兼容性、感知行为控制、期望确认、机器人外观和主观规范，以提高客户对机器人服务的接受度。本研究具有原创性，因为它开发了一个整合模型，融合了机器人外观、计划行为理论、期望确认和创新扩散理论。此外，客户自我认同被概念化为调节因素，从而使当前研究与以往研究有所区别。
