This study aims to explore how negative information influences consumer attitudes and behaviors toward using service robots in the hospitality industry. It focuses on understanding the role of both formal (e.g. mass media) and informal (e.g. social networks) information sources in shaping consumer perceptions.
Using the information–motivation–behavioral (IMB) skills model as a theoretical framework, the research collected data from an online survey and examines the effects of negative information, motivations, self-efficacy and the intention to adopt hotel service robots.
Contrary to what might be expected, the study reveals that negative information does not have a significant effect on the intention to adopt service robots. Instead, it significantly influences consumer risk perceptions and self-efficacy beliefs. Notably, the study finds differences in the impacts of formal and informal information sources, with each playing a unique role in the consumer decision-making process.
This research breaks new ground by dissecting the psychological mechanisms that drive service robot adoption in the context of hospitality. It illuminates how different sources of information process and mediate consumer attitudes and adoption intentions. The study’s insights are particularly valuable for industry professionals, offering strategies to manage the impact of negative information and enhance consumer engagement with service robots.
揭示负面信息对酒店客户服务机器人采纳的影响：基于信息-动机-行为技能模型的视角
本研究旨在探讨负面信息如何影响消费者在酒店业中使用服务机器人的态度与行为。重点在于理解正式（如大众媒体）与非正式（如社交网络）信息来源在塑造消费者认知方面所起的作用。
本研究以“信息-动机-行为技能模型（IMB）”为理论框架, 通过线上问卷调查收集数据, 考察负面信息、动机、自我效能以及采用酒店服务机器人的意图之间的关系。
研究结果出人意料地发现, 负面信息并不会显著影响消费者采纳服务机器人的意图。然而, 它显著影响了消费者的风险感知和自我效能信念。值得注意的是, 正式与非正式信息来源在消费者决策过程中发挥着不同且独特的作用。
本研究从心理机制层面深入剖析了服务机器人在酒店业采纳过程中的驱动因素, 揭示了不同信息来源如何加工并中介消费者态度与采纳意图。这些发现对行业从业者具有重要的实践意义, 为应对负面信息的影响、增强消费者对服务机器人的接受度提供了策略指导。
