Examining the relative impacts of multidimensional barriers on usage intentions toward service robots

Abstract

Service providers are increasingly using technology, such as service robots, for service delivery. Despite the increasing popularity of service robots in the restaurant industry, few studies have examined the antecedents of customer behavioral intentions to use them. Therefore, this study examined the relative impacts of multidimensional barriers (i.e., usage, value, tradition, risk, and image barriers) on customer avoidance and approach behaviors. Data were collected from 166 restaurant customers in the United States. The results showed that only usage barriers increased avoidance behavior, while customer perceptions of value and tradition barriers decreased approach intentions. Considering the increasing use of robots in the service sector, this study provides useful guidelines to reduce their negative effects on continued use.