The Influence of Digital Empowerment of Service Robot on Customer Value Co-creation Behavior

Abstract

In the post-epidemic era, the digital transformation of offline stores is accelerating, and the application of new technologies promotes the customer value co-creation behavior to present new characteristics. Based on the service characteristics of offline stores, digital empowerment theory and value co-creation theory, this paper explores the influence mechanism of digital capability on customer value co-creation behavior. The empirical results show that connectivity capability has a positive impact on product service, a negative impact on perceived intrusiveness, and intelligence capability has a positive impact on product service. Product service has a positive impact on customer participation behavior and customer citizenship behavior, while perceived intrusiveness has a negative impact on them. Value co-creation elements play an important intermediary role in the relationship between digital capability and customer value co-creation behavior. When introducing technologies such as service robots, offline stores undergoing digital transformation should make proper choices, give full play to their positive role in product service, use them to reduce the perceived intrusiveness of customers, create a more harmonious and comfortable experience environment, and then stimulate customers' participation behavior and citizenship behavior.