Antecedents of customers’ acceptance of artificially intelligent robotic device use in hospitality services

ABSTRACT

This study examines the antecedents of customers’ willingness and objection to use artificially intelligent robotic devices in hospitality services (full-service and limited-service hotels). Drawing on the Artificially Intelligent Device Use Acceptance (AIDUA) theory, this study validates and extends the AIDUA framework in the hospitality service setting. The results point to the applicability of the AIDUA framework, suggesting that hospitality customers’ intention to the use of artificially intelligent devices are influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy, and emotions toward the artificially intelligent devices. Findings further suggest that compared to limited-service hotel customers, full-service hotel customers rely less on their social groups when evaluating artificially intelligent robotic devices; their emotions toward the use of artificially intelligent devices are less likely to be influenced by effort expectancy; and their emotions cause less impact on their objection to the use. Theoretical contributions and managerial implications of this study are discussed. Limitations and future study recommendations are provided.

摘要

本研究探讨顾客在酒店服务（全方位服务和有限服务酒店）中使用人工智能机器人设备的意愿和反对的前因. 基于人工智能设备使用接受（AIDUA）理论，本研究验证并扩展了AIDUA框架在酒店服务设置中的应用. 结果表明，AIDUA框架的适用性，即酒店顾客使用人工智能设备的意图受到社会影响、享乐动机、拟人化、绩效和努力预期以及对人工智能设备的情感的影响. 研究结果进一步表明，与服务有限的酒店客户相比，全方位服务的酒店客户在评估人工智能机器人设备时较少依赖其社会群体他们对使用人工智能设备的情绪受预期努力的影响较小而且他们的情绪对他们反对使用的影响较小. 讨论了本研究的理论贡献和管理意义. 提出了研究的局限性和今后的研究建议.

KEYWORDS:

• Artificial intelligence
• artificially intelligent
• hospitality
• service context
• AI robotic devices
• technology acceptance