How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings

Abstract

Purpose

This study aims to compares the effects of different human-like appearances (low vs. medium vs. high) of service robots (SRs) on consumer trust in service robots (CTSR), examines the mediating role of perceived warmth (WA) and perceived competence (CO) and demonstrates the moderating role of culture and service setting.

Design/methodology/approach

The research design includes three scenario-based experiments (Chinese hotel setting, American hotel setting, Chinese hospital setting).

Findings

Study 1 found SR’s human-like appearance can arouse perceived anthropomorphism (PA), which positively affects CTSR through parallel mediators (WA and CO). Study 2 revealed consumers from Chinese (vs. American) culture had higher CTSR. Study 3 showed consumers had higher WA and CO for SRs in the credence (vs. experience) service setting. The authors also had an exploratory analysis of the uncanny valley phenomenon.

Practical implications

The findings have practical implications for promoting the diffusion of SRs in the hospitality industry. Managers can increase CTSR by augmenting the anthropomorphic design of SRs; however, they must consider the differences in this effect across all service recipients (consumers from different cultures) and service settings.

Originality/value

The authors introduce WA and CO as mediators between PA and CTSR and set the culture and service setting as moderators.

Citation

Li, Y., Zhou, X., Jiang, X., Fan, F. and Song, B. (2024), "How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-06-2023-0845