Unraveling the Factors Affecting Behavioral Intentions Towards Service Robots in the Hotel Industry: A Technology Acceptance Model Approach

Abstract

In the hotel industry, service robots have become more popular over time as a frontline automation tool. This research uses the technology acceptance model (TAM) to investigate the antecedents of behavioral intention to use robotic devices in hotel services. The data was collected from 475 hotel customers in the United States and evaluated using structure equation modeling. The findings show that subjective norms and robot self-efficacy have a significant positive influence on playfulness of robots, perceived usefulness (PUS) of robots, and perceived ease of use (PEU) of robots. Moreover, the results also confirm that the playfulness of robots, PUS of robots, and PEU of robots are positively and significantly connected with behavioral intentions to use robots. These findings have important research and practical implications for hotel management and the tourism sector.