A Study on the Adoption of Service Robots Using the TAM*
Hyun Jun Jo, Jin-Yong Park · Journal of Channel and Retailing · 2024
Purpose: Today, the advancement of technology is evolving both the consumption environment and consumer behavior. In the past, service transactions were conducted through interactions between human employees and consumers, but today, automated services are made possible through interactions between consumers and service robots. This study suggests that the introduction of service robots goes beyond mere technological advancement understanding the consumer acceptance process is crucial for enhancing social acceptance. Research design, data, and methodology: This study conducted a survey targeting consumers who have actual experience using service robots introduced in retail stores, collecting 450 valid questionnaires. Confirmatory factor analysis was used to verify the validity of the measurement model, and the structural equation model was analyzed using AMOS to verify the main effect and mediation effect hypotheses. Additionally, regression analysis was conducted using SPSS to verify the moderating effects. Results: As a result of the study, output quality and job relevance had a positive (+) effect on perceived usefulness and perceived ease of use. In contrast, role clarity and use ability only had a positive (+) effect on perceived ease of use, and it was confirmed that perceived ease of use had a mediating effect in the path of role clarity and use ability influence perceived usefulness. Moreover, perceived usefulness and perceived ease of use had a positive (+) effect on actual use, consistent with the findings of Davis (1989). Actual use had a positive (+) effect on revisit intention. The moderating effect of individual innovativeness was only confirmed in the relationship between perceived ease of use and actual use. Conclusions: This study applies Davis (1981) Technology Acceptance Model to the environment of retail stores where service robots are introduced, providing a new theoretical understanding. Unlike previous research, it specifically examines the relationship between consumers and service robots in retail settings and reveals that individual innovativeness plays an important role in the technology acceptance process by demonstrating the moderating effect between perceived ease of use and actual use. Practically, retail stores should enhance the output quality and job relevance of service robots to elicit positive consumer perceptions, and it is crucial to provide visual guides and initial support to help consumers clearly understand their roles and build confidence in using the robots. Furthermore, based on the finding that the actual use of service robots positively impacts revisit intention, strategies should be implemented to continuously monitor and maintain the performance of the robots, ensuring that consumers have positive experiences.