Abstract
This study examines the influence of the perception of robot appearance and service context on customers'/tourists' intention to use robots. Four studies confirm a congruity effect between the perception of service robot appearance and service context. Results suggest that customers/tourists are more willing to use a service robot perceived as warm in hedonic service contexts, whereas they are more willing to use a service robot perceived as competent in utilitarian service contexts. These effects are driven by trust. This study offers a novel perspective on customers'/tourists' reactions to service robots. It also provides insights for hospitality and tourism practitioners making decisions about robot adoption.
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