“Yes, It’s Cute, But How Can I Be Sure It’s Safe or Not?” Investigating the Intention to Use Service Robots in the Context of Privacy Calculus

Abstract

Technological advancements have made artificial intelligence and robotic systems more functional, intelligent as well vulnerable. This development caused fresh discussions about service robots in tourism and hospitality service settings where privacy is crucial. One of these discussions is the privacy of personal information and the attitude toward service robots. With a focus on current discussions, this study aims to explore the relationship between the perceived benefits and risks of disclosing personal information and the intention to use service robots. This study also hypothesized that willingness to disclose information privacy influence the intention to use service robot. In this study, an online survey was used as a method of quantitative research. A total of 541 responses were received during the data collection process. Model and hypotheses were tested using partial least squares structural equation modelling. The results of this research showed that perceived personalization and personal innovativeness were associated with the perceived benefits of information disclosure. Meanwhile, it was found that the unauthorized secondary use of personal data and perceived policy effectiveness were negatively related to the perceived risks of information disclosure. Overall, the results indicated that perceptions of disclosing personal information under privacy calculus were related to the intention to use a service robot.

Keywords:

• Privacy calculus theory
• information disclosure
• intention to use service robots
• willingness to disclose information
• privacy

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Miraç Yücel Başer

Miraç Yücel Başer is an alumnus of Giresun University of Tourism and Hospitality Management. He graduated in 2021 with a master’s degree in tourism management. He is pursuing a doctoral degree in the Department of Business Administration at Hasan Kalyoncu University.

Tuba Büyükbeşe

Tuba Büyükbeşe is a Professor of Business Administration at Hasan Kalyoncu University. She conducts research in the fields of organization and business management. She serves as the Head of the Department of Business Administration and holds the position of President of KALMIREC (Migration, Education, Population, and Employment Research Center).

Yakup Durmaz

Yakup Durmaz is an Associate Professor Doctor at the Faculty of Economics and Administrative Sciences University of Hasan Kalyoncu. His teaching and research interest include consumer behaviour, social media, product design, and marketing studies.