The effects of gender and personality of robot assistants on customers’ acceptance of their service

Santiago Forgas-Coll (), Ruben Huertas-Garcia (), Antonio Andriella () and Guillem Alenyà ()
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Santiago Forgas-Coll: University of Barcelona
Ruben Huertas-Garcia: University of Barcelona
Antonio Andriella: Institut de Robòtica i Informàtica Industrial CSIC-UPC
Guillem Alenyà: Institut de Robòtica i Informàtica Industrial CSIC-UPC

Service Business, 2022, vol. 16, issue 2, No 7, 359-389

Abstract: Abstract The Covid-19 pandemic has stimulated the use of social robots in front-office services. However, some initial applications yielded disappointing results, as managers were unaware of the level of development of the robots’ artificial intelligence systems. This study proposes to adapt the Almere model to estimate the technological acceptance of service robots, which express their gender and personality, whilst assisting consumers. A 2 × 2 (two genders vs. two personalities) between-subjects experiment was conducted with 219 participants. Model estimation with Structural Equation Modelling confirmed seven out of eight hypotheses, and all four scenarios were estimated with Ordinary Least Squares, showing that robot gender and personality affected their technological acceptance.

Keywords: Social-robot acceptance; Artificial intelligence; Front-office services; Gender; Robot personalities (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-022-00492-x

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