Social Influence in Customer-Robot Interactions

Martin Hannig and Ruth Stock-Homburg

Publications of Darmstadt Technical University, Institute for Business Studies (BWL) from Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL)

Abstract: This paper focuses on social influence in customer-robot interactions. Drawing on social impact theory and the computers-are-social-actors (CASA) paradigm, we argue that customers' reluctance to provide information to a service robot decreases when other customers exhibit high information disclosure. The effect of demonstrated information disclosure on customers' reluctance to provide information is enhanced by the application of social norms. The results also show that social influence is stronger in customer-robot interactions than in customer-employee interactions. This article demonstrates the potential of social influence to reduce reluctance towards service robots, which has both theoretical and managerial implications. We extend existing research on the imitation of robot behavior with the imitation of user behavior, and discuss the ethical implications of customers mindlessly following other customers in customer-robot interactions.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:dar:wpaper:142979

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