 Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to UseGyutae Lee and Yunsik Kim SAGE Open, 2022, vol. 12, issue 2, 21582440221099293 Abstract: This study examined the effect of resistance barriers on alternative attractiveness of service robots and intention to use to explain the effect of innovation resistance against such robots on customer behavior. An online survey was conducted with South Korean customers who had used hotel rooms in the past year. This study tested its hypotheses with partial least squares–structural equation modeling. The results indicate that usage barriers related to customers’ familiarity with use and tradition as well as image barriers caused by psychological instability and decreased alternative attractiveness. However, the value and risk barriers based on technological level had no significant effect on alternative attractiveness. The results show that alternative attractiveness increases intention to use; however, alternative attractiveness affected by resistance barriers decreases intention to use. This study broadens the research scope by applying the innovation resistance theory to prior service robot literature with pro-innovation bias. Hospitality managers can refer to these results to design service environments that can lower the resistance barrier against using service robots. Keywords: Industry 4.0; service robots; innovation resistance theory; alternative attractiveness; intention to use (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:12:y:2022:i:2:p:21582440221099293 DOI: 10.1177/21582440221099293 Access Statistics for this article More articles in SAGE Open |
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